PENGARUH GREEN PRODUCT, GREEN PRICE DAN HEALTH CONSCIOUSNESS TERHADAP PURCHASE INTENTION MELALUI CUSTOMER ATTITUDE SEBAGAI VARIABEL MEDIASI PADA KONSUMEN PRODUK TUMBLER RAMAH LINGKUNGAN DI DKI JAKARTA

FAUNILLAH OKTAVIA, . (2025) PENGARUH GREEN PRODUCT, GREEN PRICE DAN HEALTH CONSCIOUSNESS TERHADAP PURCHASE INTENTION MELALUI CUSTOMER ATTITUDE SEBAGAI VARIABEL MEDIASI PADA KONSUMEN PRODUK TUMBLER RAMAH LINGKUNGAN DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green product, green price, dan health consciousness terhadap purchase intention dengan customer attitude sebagai variabel mediasi pada konsumen produk tumbler ramah lingkungan di DKI Jakarta. Penelitian ini dilatarbelakangi oleh tingginya penggunaan botol plastik sekali pakai yang berdampak negatif terhadap lingkungan dan kesehatan, serta rendahnya adopsi tumbler meskipun tingkat kesadaran konsumen terhadap isu lingkungan cukup tinggi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 200 responden yang merupakan konsumen muda di Jakarta. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan bahwa green product dan green price berpengaruh positif dan signifikan terhadap customer attitude dan purchase intention, baik secara langsung maupun tidak langsung. Sementara itu, health consciousness berpengaruh langsung terhadap purchase intention, namun memiliki pengaruh tidak langsung yang lemah melalui customer attitude. Selain itu, customer attitude terbukti berpengaruh signifikan terhadap purchase intention. Temuan ini menegaskan bahwa sikap konsumen menjadi faktor mediasi penting dalam membentuk niat beli terhadap produk ramah lingkungan. Penelitian ini memberikan implikasi bagi perusahaan, khususnya dalam merancang strategi pemasaran berbasis keberlanjutan, serta pentingnya edukasi konsumen terkait manfaat kesehatan dan lingkungan dari penggunaan tumbler. ***** This study aims to analyze the influence of green product, green price, and health consciousness on purchase intention, with customer attitude as a mediating variable among consumers of eco-friendly tumblers in DKI Jakarta. The research is motivated by the high usage of single-use plastic bottles, which have negative impacts on both the environment and human health, as well as the low adoption of tumblers despite relatively high consumer awareness of environmental issues. A quantitative approach was employed using a survey method. Data were collected through the distribution of questionnaires to 200 respondents, consisting of young consumers in Jakarta. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The results indicate that both green product and green price have a positive and significant effect on customer attitude and purchase intention, both directly and indirectly. Meanwhile, health consciousness has a direct influence on purchase intention but shows a weak indirect effect through customer attitude. Furthermore, customer attitude is proven to have a significant impact on purchase intention. These findings highlight that consumer attitude serves as a key mediating factor in shaping purchase intentions for environmentally friendly products. The study provides practical implications for companies, particularly in designing sustainability-based marketing strategies and emphasizing the importance of consumer education regarding the health and environmental benefits of using tumblers.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd., M.Si., Ph.D. ; 2). Dr. Terrylina Arvinta Monarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Faunillah Oktavia .
Date Deposited:	25 Aug 2025 07:42
Last Modified:	25 Aug 2025 07:42
URI:	http://repository.unj.ac.id/id/eprint/61374

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