APRILIA ZAHRA, . (2025) PENGARUH GREEN MARKETING MIX TERHADAP GREEN PURCHASE INTENTION PADA INDUSTRI SPORTS FASHION (STUDI KASUS PADA MEREK NIKE). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh green marketing mix (green products, green price, green place, dan green promotion) terhadap green purchase intention pada industri sports fashion khususnya pada produk Nike di wilayah DKI Jakarta. Dengan meningkatnya kesadaran konsumen terhadap lingkungan, perusahaan di sektor fashion olahraga perlu memahami faktor-faktor yang mendorong minat konsumen dalam melakukan pembelian produk ramah lingkungan. Pada penelitian ini metode yang digunakan adalah kuantitatif dan pengumpulan data menggunakan metode survei online dengan instrumen berupa kuesioner menggunakan skala Likert 6 poin yang disebarkan kepada masyarakat di wilayah DKI Jakarta yang tertarik membeli produk Nike. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah teknik purposive sampling dengan jumlah sampel sebanyak 250 responden. Teknik analisis yang digunakan untuk mengolah data yang terkumpul adalah uji validitas, uji reliabilitas, dan hipotesis dengan menggunakan Structural Equation Modeling (SEM). Hasil yang didapat pada penelitian ini meliputi green products memiliki pengaruh terhadap green purchase intention, green price memiliki pengaruh terhadap green purchase intention, green place memiliki pengaruh terhadap green purchase intention, green promotion memiliki pengaruh terhadap green purchase intention. Implikasi teoretis dari penelitian ini memberikan bukti empirik mengenai pengaruh green marketing mix terhadap green purchase intention. Penelitian ini memiliki sejumlah implikasi praktis diantaranya menciptakan ekosistem pemasaran yang mendukung adopsi produk hijau melalui strategi distribusi, harga, dan promosi, yang berkelanjutan.*****This study aims to analyse the effect of green marketing mix (green products, green price, green place, and green promotion) on green purchase intention in the sports fashion industry, especially on Nike products in the DKI Jakarta area. With increasing consumer awareness of the environment, companies in the sports fashion sector need to understand the factors that drive consumer interest in purchasing environmentally friendly products. In this study, the method used is quantitative and data collection uses an online survey method with an instrument in the form of a questionnaire using a 6-point Likert scale distributed to people in the DKI Jakarta area who are interested in buying Nike products. The sampling technique used in this study was purposive sampling technique with a sample size of 250 respondents. The analysis technique used to process the collected data is validity test, reliability test, and hypothesis using Structural Equation Modeling (SEM). The results obtained in this study include green products have an influence on green purchase intention, green price has an influence on green purchase intention, green place has an influence on green purchase intention, green promotion has an influence on green purchase intention. The theoretical implications of this study provide empirical evidence regarding the effect of green marketing mix on green purchase intention.
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Prof. Dr. Gatot Nazir Ahmad, M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A. |
Subjects: | Manajemen > Manajemen Pemasaran |
Divisions: | FE > S1 Manajemen |
Depositing User: | Aprilia Zahra . |
Date Deposited: | 28 Feb 2025 08:51 |
Last Modified: | 28 Feb 2025 08:51 |
URI: | http://repository.unj.ac.id/id/eprint/53633 |
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