PENGARUH ENVIRONMENTAL CONSCIOUSNESS, ECO-LABEL, ATTITUDE, GREEN ADVERTISING, DAN PRICE TERHADAP BUYING DECISION KONSUMEN GREEN PRODUCT DI JAKARTA

AYUNINGTYAS, ANNISA SHOFI (2021) PENGARUH ENVIRONMENTAL CONSCIOUSNESS, ECO-LABEL, ATTITUDE, GREEN ADVERTISING, DAN PRICE TERHADAP BUYING DECISION KONSUMEN GREEN PRODUCT DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Annisa Shofi Ayuningtyas 115170414 JA.pdf Download (775kB)

Abstract

Indonesian people are still less involved in the practice of minimizing ecosystem damage, such as not switching to using green products to reduce plastic waste. The purpose of this study is to examine the effect of environmental consciousness, eco-label, attitude, green advertising, and price on green product consumer buying decisions. This study use SEM with SmartPLS. The population of this study are green products consumers in Jakarta with a total sample of 260 respondents. Data collecting using a questionnaire. The results of this study indicate that environmental consciousness, attitude, and price positively and significantly affect the buying decisions of green product consumers, while eco-labels and green advertising positively but not significantly affect the buying decisions of green product consumers. Keywords: Environmental Consciousness, Eco-Label, Attitude, Green Advertising, Price, Buying Decision Masyarakat Indonesia masih kurang terlibat dalam praktik meminimalisir kerusakan ekosistem, seperti belum beralih menggunakan green product untuk mengurangi sampah plastik. Tujuan penelitian ini adalah untuk menguji pengaruh dari environmental consciousness, eco-label, attitude, green advertising, dan price terhadap buying decision konsumen green product. Penelitian ini menggunakan SEM dengan SmartPLS. Populasi dari penelitian ini adalah pengguna produk ramah lingkungan di Jakarta dengan jumlah sampel sebanyak 260 responden. Pengumpulan data menggunakan kuesioner. Hasil dari penelitian ini menunjukkan bahwa environmental consciousness, attitude, dan price secara positif dan signifikan mempengaruhi buying decision konsumen green product, serta eco-label, dan green advertising secara positif namun tidak signifikan mempengaruhi buying decision konsumen green product. Kata Kunci: Kesadaran Lingkungan, Ekolabel, Sikap, Iklan Ramah

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Akuntansi
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2022 06:57
Last Modified:	24 Jul 2023 06:39
URI:	http://repository.untar.ac.id/id/eprint/36014

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