Nurani, Purinda Gita (2020) Pengaruh Green Experiential Satisfaction Terhadap Green Switching Behavior Pada Makanan Berlabel Organik. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pasar makanan berlabel organik di Indonesia mulai berkembang. Hal tersebut dapat dilihat dari 3 aspek yaitu peningkatan luas lahan pertanian organik di Indonesia, adanya program pemerintah, dan mulai terbentuk lembaga sertifikasi organik. Namun, hal tersebut tidak sesuai dengan kenyataannya. Konsumsi organik di Indonesia masih tergolong rendah. Dasar dari penilaian yang rendah ini adalah switching behavior yang terjadi di pasar ini. Konsumen masih banyak yang mengkonsumsi makanan namun terus melakukan switching behavior ke produk lain. Hal tersebut dapat mengakibatkan penurunan profitabilitas perusahaan. Salah satu faktor yang dapat mempengaruhi green switching behavior adalah green experiential satisfaction. Penelitian ini bertujuan mengetahui pengaruh green experiential satisfaction terhadap green switching behavior pada makanan berlabel organik, mengetahui karakterikstik konsumen makanan berlabel organik, mengetahui perbedaan signifikansi pada niat switching antara konsumen yang menggunakan makanan berlabel organik dengan tingkat konsumsi yang berbeda-beda. Penelitian ini merupakan penelitian conclusive – descriptive – multiple cross-sectional. Pengolahan data yang digunakan adalah analisis deskriptif dan analisis SEM. Data yang didapatkan dalam penelitian ini adalah 303 responden. Hasil dalam penelitian ini adalah green cognitive dissonance berpengaruh negatif terhadap green experiential satisfaction. Green experience dan green experiential quality berpengaruh positif terhadap green experiential satisfaction. Green experiential satisfaction berpengaruh negatif terhadap green switching intention. Green switching intention berpengaruh positif terhadap green switching behavior. Terdapat implikasi manajerial yang dapat diaplikasikan oleh perusahaan atau produsen makanan berlabel organik antara lain memberikan edukasi tentang makanan organik adalah makanan yang bebas dari pestisida berbahaya kepada masyarakat umum, memberikan paket mahasiswa yang sesuai dengan kantong mahasiswa, menjaga hubungan baik dengan konsumen melalui kontak personal, melakukan promosi penjualan dengan memberikan testimoni konsumen yang telah mengonsumsi makanan organik dan melalui selebgram, melakukan promosi penjualan dengan membuat video mengenai cara produksi makanan organik yang menunjukan bahwa proses produksi dilakukan secara ramah lingkungan.
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The organic foods market in Indonesia is starting to develop. This can be seen from 3 aspects, namely an increase in the area of organic agricultural land in Indonesia, the existence of a government program, and the formation of an organic certification body. However, this does not correspond to reality. Organic consumption in Indonesia is still relatively low. The basis of this low valuation is the switching behavior that occurs in this market. Many consumers still consume makanan but will continue to switch behavior to other products. This can result in a decrease in company profitability. One of the factors that can influence green switching behavior is green experiential satisfaction.This study aims to identify the factors that influence green switching behavior on makanan, identify the characteristics of consumers of makanan, identify differences in significance of the factors that affect green switching behavior between consumers who use makanan with different levels of consumption. This study is a conclusive - descriptive - multiple cross-sectional study. The data processing used is descriptive analysis and SEM analysis. A questionnaire survey was used to collect data from consumers who had purchased makanan, obtaining 303 valid samples. The results indicate that green brand cognitive dissonance has a negative influence on green brand experiential satisfaction. Green experiences and green experiences have a positive influence on the satisfaction of green experiences. Green experiential satisfaction negatively influence on green switching intention. Green switching intentions have a positive influence on green switching behavior. There are several managerial implications that can be applied by company of organic foods, including providing education about organic foods free of harmful pesticides for the general public, providing student packages that fit student pockets, and connecting well with buyers through personal contact, conducting sales promotions by giving testimonials consumers who have consumed organic food and through programs, conduct sales promotions by making videos about how organic food production shows the production process is done in an environmentally friendly manner.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 3 Nur p-1 2020 |
| Uncontrolled Keywords: | Makanan Organik, Green Experiential Satisfaction, Green Switching Intention, Green Switching Behavior |
| Subjects: | H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Purinda Gita Nurani |
| Date Deposited: | 04 Apr 2024 08:04 |
| Last Modified: | 04 Apr 2024 08:04 |
| URI: | http://repository.its.ac.id/id/eprint/73278 |
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