Pengaruh Bauran Pemasaran Hijau, Ekolabel, dan Covid-19 pada Niat Beli Hijau: Studi Kasus Produk FMCG Makanan dan Minuman Hijau

Nariman, Aulia (2020) Pengaruh Bauran Pemasaran Hijau, Ekolabel, dan Covid-19 pada Niat Beli Hijau: Studi Kasus Produk FMCG Makanan dan Minuman Hijau. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Produk Fast Moving Consumer Good (FMCG) tiap tahunnya mengalami kenaikan permintaan terutama pada sektor makanan dan minuman. Bisnis ini mengalami kenaikan hingga enam persen pertahunnya tanpa adanya strategi ketahanan lingkungan yang komprehensif hingga mengakibatkan berbagai kerusakan alam dan penyakit mematikan salah satunya ialah pandemi covid-19.Hal ini menjadi kesempatan bagi perusahaan produk FMCG hijau untuk dapat menunjukkan keunggulan kompetitif mereka, salah satunya ialah melalui pemasaran hijau dengan ekolabel. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran hijau serta ekolabel pada sikap konsumen dan niat beli hijau pada produk FMCG makanan dan minuman, mengetahui karakteristik konsumen dan pengaruh pengetahuan atas pandemi covid-19 terhadap sikap konsumen dan niat beli makanan dan minuman hijau. Penelitian ini merupakan penelitian conclusive – descriptive - multiple cross-sectional. Data diperoleh melalui kuesioner yang diisi secara mandiri oleh responden serta diolah dan dianalisis menggunakan SEM. Hasil akhir dari penelitian ini ditemukan bahwa bauran pemasaran hijau, ekolabel dan pandemi covid-19 berpengaruh positif terhadap sikap konsumen juga menimbulkan niat berbelanja makanan dan minuman hijau. Konsumen percaya bahwa produk FMCG hijau memiliki proses produksi yang lebih aman untuk lingkungan. Namun dari empat bauran pemasaran hijau yang terdiri dari green product, green price, green place dan green promotion, ditemukan bahwa green price dan green place tidak memengaruhi bauran pemasaran hijau dan sikap konsumen. =========================================================Fast Moving Consumer Good (FMCG) products are experiencing an increase in demand each year, especially in the food and beverage sector. This business has increased by up to six percent annually without the existence of a comprehensive environmental resilience strategy that has resulted in various natural damage and deadly diseases, one of which is the co-19 pandemic. This is an opportunity for green FMCG product companies to be able to show their competitive advantage, one of which is through green marketing with ecolabeling.This study aims to determine the effect of green marketing and ecolabeling on consumer attitudes and green purchase intentions on food and beverage FMCG products, determine consumer characteristics and the effect of knowledge on the covid-19 pandemic on consumer attitudes and purchase intentions of green food and beverages. This research is a conclusive - descriptive - multiple cross-sectional study. Data obtained through questionnaires that were filled independently by respondents and processed and analyzed using SEM. The final results of this study found that the mix of green marketing, ecolabeling and the covid-19 pandemic had a positive effect on consumer attitudes also leading to shopping intentions for green food and beverages. Consumers believe that green FMCG products have a safer production process for the environment. However, of the four green marketing mixes consisting of green products, green prices, green places and green promotions, it was found that green prices and green places did not affect the green marketing mix and consumer attitudes.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Ekolabel, FMCG Hijau, Green Marketing Mix, Niat Beli Hijau,Pandemi Covid-19.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics > HA31.3 Regression. Correlation
H Social Sciences > HB Economic Theory
H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User: Nariman Aulia
Date Deposited: 14 Aug 2020 01:14
Last Modified: 14 Aug 2020 01:14
URI: https://repository.its.ac.id/id/eprint/78056

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