PENGARUH GREEN MARKETING, ENVIRONMENTAL CONCERN, DAN ATTITUDE TOWARD BEHAVIOR TERHADAP PURCHASE INTENTION: STUDI PADA LAKI-LAKI PENGGUNA SKINCARE LOKAL DI DKI JAKARTA

DHEA VANNIA, . (2023) PENGARUH GREEN MARKETING, ENVIRONMENTAL CONCERN, DAN ATTITUDE TOWARD BEHAVIOR TERHADAP PURCHASE INTENTION: STUDI PADA LAKI-LAKI PENGGUNA SKINCARE LOKAL DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh green marketing, environmental concern, dan attitude toward behavior terhadap purchase intention, penelitian dilakukan pada laki-laki di DKI Jakarta yang saat ini menggunakan atau pernah menggunakan skincare ramah lingkungan Avoskin. Menggunakan penelitian kuantitatif, sebanyak 243 sampel dikumpulkan dan dianalisis. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS 25 dan AMOS 21. Exploratory factor analysis (EFA) dan uji reliabilitas menggunakan SPSS 25, dilanjutkan dengan confirmatory factor analysis (CFA) dan structural equation model (SEM) menggunakan AMOS 21. Ditemukan bahwa green marketing secara signifikan tidak mempengaruhi niat laki-laki membeli skincare ramah lingkungan. Sementara itu, environmental concern dan attitude toward behavior secara signifikan mempengaruhi niat laki-laki membeli skincare ramah lingkungan. Kata kunci: Attitude toward behavior, environmental concern, green marketing, purchase intention, skincare *** This study aims to examine and determine the effect of green marketing, environmental concern, and attitude toward behavior on purchase intention. The research was conducted on men in DKI Jakarta who currently use or have used one of the environmentally friendly skincare brands, Avoskin. Using quantitative research, a total of 243 samples were collected and analyzed. Data analysis was performed using SPSS 25 and AMOS 21 software. Exploratory factor analysis (EFA) and data reliability were performed using SPSS 25 software, followed by confirmatory factor analysis (CFA) and structural equation modeling (SEM) using AMOS 21. It was found that green marketing does not significantly affect men's intentions to buy eco-friendly skincare. Meanwhile, environmental concern and attitude toward behavior significantly influence men's intention to buy eco-friendly skincare. Keyword: Attitude toward behavior, environmental concern, green marketing, purchase intention, skincare.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17013 not found.
Date Deposited:	01 Mar 2023 02:21
Last Modified:	01 Mar 2023 02:21
URI:	http://repository.unj.ac.id/id/eprint/37539

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