Analisis Positioning, Pengetahuan, dan Sikap Konsumen terhadap Niat Beli Produk Green Skincare pada Konsumen Perempuan di Surabaya

Ramadhani, Nofia Ulfah (2019) Analisis Positioning, Pengetahuan, dan Sikap Konsumen terhadap Niat Beli Produk Green Skincare pada Konsumen Perempuan di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri perawatan kulit di Indonesia mengalami peningkatan pada beberapa tahun terakhir. Saat ini terdapat produsen penyedia skincare yang menggunakan konsep positioning ramah lingkungan, antara lain The Body Shop, Innisfree, Kiehl’s, dan L’Occitane. Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh positioning, pengetahuan dan sikap konsumen terhadap niat beli konsumen pada produk green skincare; menguji adanya perbedaan positioning, pengetahuan, sikap, dan niat beli konsumen pada produk green skincare dari beberapa kelompok konsumen yang memiliki jumlah pengeluaran sekali transaksi berbeda-beda; serta mengidentifikasi atribut yang menjadi pertimbangan konsumen dalam membeli produk green skincare. Desain penelitian yang digunakan adalah konklusif deskriptif multiple cross-sectional. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 215 sampel yang memiliki kriteria perempuan, berdomisili di Surabaya yang membeli produk green skincare dari salah satu merek penyedia green skincare yang disebutkan. Penelitian ini menemukan adanya pengaruh positif signifikan dari green brand positioning pada purchase intention apabila dimoderasi oleh green brand knowledge. Terdapat pengaruh positif signifikan dari green brand knowledge terhadap attitude towards green brand dan purchase intention. Namun, terdapat temuan bahwa attitude towards green brand berpengaruh negatif signifikan pada purchase intention. Perilaku konsumen dari kategori pengeluaran green skincare yang tinggi dan rendah juga berbeda secara signifikan. Lalu, terdapat temuan yang menunjukkan bahwa atribut yang memiliki kepentingan paling tinggi adalah keamanan dan kinerja produk sedangkan atribut yang dianggap tidak penting adalah warna. Terdapat implikasi manajerial yang dapat diaplikasikan oleh pemasar produk green skincare dengan memperhatikan karakteristik dan perilaku konsumen, antara lain mendesain kemasan yang membawa pesan mengenai nilai ramah lingkungan dan membuat web series yang menekankan pada gaya hidup yang ramah lingkungan. Implikasi tersebut dapat meningkatkan pengetahuan konsumen yang nantinya dapat berdampak pada meningkatnya niat beli dan profitabilitas merek.
Kata kunci: Green Skincare, Niat Beli, Pengetahuan Konsumen, Positioning, Sikap Konsumen, Structural Equation Modeling
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The skincare industry in Indonesia is increasing in the last few years. Presently, there are skincare brands which carry an environmentally friendly positioning concept including The Body Shop, Innisfree, Kiehl's, and L'Occitane. This study was conducted with the aim of analyzing the influence of positioning, consumer knowledge, and attitude towards purchase intention on green skincare products; examining the distinction of green brand positioning, knowledge, attitude, and purchase intention ampng different shopping expenditure category; also identifying attributes that are considered by consumers in buying green skincare products. The research design used was conclusive descriptive multi cross-sectional. Data collection was carried out using an online questionnaire distributed to 215 samples that had criteria of female domiciled in Surabaya who bought green skincare products from one of the green skincare brands mentioned above. This study found a positive significant relationship between green brand positioning and purchase intention only if it is moderated by green brand knowledge. There is a positive and significant effect of green brand knowledge on attitude towards green brand and purchase intention. However, there is finding that attitude towards green brand has a significant negative effect on purchase intention. Consumer behavior from high and low green skincare expenditure categories also differed significantly. Afterward, there is finding that the most important attributes are security and product performance while attribute that is considered not important is color. There are several managerial implications that can be applied by marketers of green skincare products by paying attention to consumer characteristics and behavior, inter alia designing packaging rich of eco-friendly messages and producing web series that is portraying eco-friendly life style. The implications could increase consumer knowledge so later it can have an impact on increasing consumer purchase intention and lead to brand profitability.
Keywords: Attitude towards Green Brand, Green Brand Knowledge, Green Skincare, Positioning, Purchase Intention, Structural Equation Modeling

Item Type:	Thesis (Undergraduate)
Additional Information:	RSMB 658.834 3 Ram a-1 2019
Uncontrolled Keywords:	Green Skincare, Niat Beli, Pengetahuan Konsumen, Positioning, Sikap Konsumen, Structural Equation Modeling
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ramadhani Nofia Ulfah
Date Deposited:	08 Nov 2021 05:30
Last Modified:	08 Nov 2021 05:30
URI:	http://repository.its.ac.id/id/eprint/61379

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