KARLI, DINA (2022) PENGARUH SOCIAL MEDIA MARKETING, GREEN PERCEIVED VALUE DAN CONSUMER ATTITUDE TERHADAP INTENSI PEMBELIAN SEDOTAN KACA. Masters thesis, Universitas Tarumanagara.
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Abstract
The purpose of this paper is to observe the correlation between social media marketing, consumer’s attitudes, and green perceived value (functional value, conditional value, social value and emotional value) toward intentions to purchase glass straw products. In addition, this research also exploring the level of awareness for the citizen in Indonesia, the importance of green environment for the future sustainability, given the fact, Indonesia is the second largest contributor for plastic waste in the world. Data is collected from 214 correspondence in Indonesia, located in Java and Bali Island through an online questionnaire survey method (Google Form). Data analysis conducted by partial least squares (PLS) - structural equation modeling (SEM) tool. The results of variance-based PLS-SEM suggested that consumer’s attitude, social value and emotional value positively affect intensi pembelians for glass straw, while social media marketing, functional value and conditional value were not strongly affects intensi pembelians for glass straw products. Consumer’s attitude and green perceived value can be used by firms and businesses to better market their products and improve consumers’ awareness toward glass straw products, as well as increase intensi pembelians. This study enriches the research about the factors that influence consumers’ purchases intention of glass straw products in Indonesia as part future sustainability.
| Item Type: | Thesis (Masters) |
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| Additional Information: | Dosen Pembimbing: Dr. Miharni Tjokrosaputro, S.E., M.M. |
| Uncontrolled Keywords: | Indonesia, Theory of planned behaviour, Green Perceived Value, Glass straw products, Consumer attitudes, Intensi pembelian, Glass Straw |
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Pascasarjana |
| Depositing User: | Pasca Perpus |
| Date Deposited: | 24 Feb 2023 06:23 |
| Last Modified: | 24 Feb 2023 06:23 |
| URI: | http://repository.untar.ac.id/id/eprint/38825 |
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