ANALISIS NIAT PEMBELIAN PRODUK LAPTOP RAMAH LINGKUNGAN MENGGUNAKAN THEORY OF PLANNED BEHAVIOR

FARHAN SAPUTRA, . (2025) ANALISIS NIAT PEMBELIAN PRODUK LAPTOP RAMAH LINGKUNGAN MENGGUNAKAN THEORY OF PLANNED BEHAVIOR. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perubahan perilaku konsumen ke arah yang lebih ramah lingkungan semakin penting seiring meningkatnya kerusakan lingkungan global. Namun, banyak konsumen menghadapi kendala dalam memutuskan pembelian produk ramah lingkungan, terutama pada produk elektronik seperti laptop. Penelitian ini bertujuan untuk menganalisis pengaruh Product Knowledge, Perceived Consumer Effectiveness dan Social Media Marketing terhadap Green Purchase Intention, dengan Attitude sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan individu yang mengetahui keberadaan laptop ramah lingkungan Laptop Acer Aspire Vero. Populasi penelitian adalah masyarakat di wilayah Jabodetabek, dengan sampel sebanyak 250 responden. Data dikumpulkan melalui survei menggunakan kuesioner dan dianalisis menggunakan perangkat lunak SPSS 27 untuk analisis deskriptif serta LISREL 8.8 untuk Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima Product Knowledge, Perceived Consumer Effectiveness dan Social Media Marketing berpengaruh signifikan terhadap Green Purchase Intention, baik secara langsung maupun melalui mediasi Attitude. Rekomendasi penelitian ini mencakup penguatan strategi pemasaran hijau melalui peningkatan edukasi konsumen terkait produk ramah lingkungan, pengoptimalan promosi pada media sosial, serta penciptaan konten yang mampu membangun sikap positif terhadap produk. Selain itu, produsen laptop ramah lingkungan disarankan untuk meningkatkan inovasi dan transparansi dalam menyampaikan manfaat produk guna memperkuat kepercayaan konsumen. Dengan strategi tersebut, perusahaan dapat meningkatkan kesadaran dan niat pembelian konsumen terhadap produk ramah lingkungan. Kata Kunci: Product Knowledge, Perceived Consumer Effectiveness, Social Media Marketing, Green Purchase Intention, Attitude. ***** Changes in consumer behavior towards a more environmentally friendly direction are increasingly important as global environmental damage increases. However, many consumers face obstacles in deciding to purchase environmentally friendly products, especially in electronic products such as laptops. This study aims to analyze the effect of Product Knowledge, Perceived Consumer Effectiveness and Social Media Marketing on Green Purchase Intention, with Attitude as a mediating variable. This study uses a quantitative approach with individuals who know the existence of the Acer Aspire Vero Laptop environmentally friendly laptop. The research population is people in the Jabodetabek area, with a sample of 250 respondents. Data was collected through a survey using a questionnaire and analyzed using SPSS 27 software for descriptive analysis and LISREL 8.8 for Structural Equation Modeling (SEM). The results showed that all hypotheses accepted Product Knowledge, Perceived Consumer Effectiveness and Social Media Marketing have a significant effect on Green Purchase Intention, both directly and through the mediation of Attitude. The recommendations of this study include strengthening green marketing strategies through increasing consumer education related to environmentally friendly products, optimizing promotions on social media, and creating content that can build positive attitudes towards products. In addition, green laptop manufacturers are advised to increase innovation and transparency in conveying product benefits to strengthen consumer trust. With this strategy, companies can increase consumer awareness and purchase intentions for environmentally friendly products. Keywords: Product Knowledge, Perceived Consumer Effectiveness, Social Media Marketing, Green Purchase Intention, Attitude

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, M.M ; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 26818 not found.
Date Deposited:	03 Mar 2025 02:56
Last Modified:	03 Mar 2025 02:56
URI:	http://repository.unj.ac.id/id/eprint/54141

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