ANALISIS MINAT BELI PRODUK GREEN COSMETIC PADA WANITA DI DKI JAKARTA ***** ANAYSIS OF PURCHASE INTENTION GREEN COSMETIC PRODUCTS AMONG WOMEN IN DKI JAKARTA

VALLEYANA JUHRI, . (2024) ANALISIS MINAT BELI PRODUK GREEN COSMETIC PADA WANITA DI DKI JAKARTA ***** ANAYSIS OF PURCHASE INTENTION GREEN COSMETIC PRODUCTS AMONG WOMEN IN DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Dalam beberapa dekade terakhir, masyarakat menghadapi tantangan kompleks terkait isu lingkungan dan perlindungan lingkungan. Masalah lingkungan hidup yang utama meliputi penipisan lapisan ozon, pemanasan global, dan polusi air dan udara. Pasalnya, Indonesia merupakan salah satu negara yang pertama kali merasakan dampak pemanasan global karena letaknya yang berada di garis khatulistiwa. Meningkatnya kesadaran lingkungan di kalangan konsumen telah menyebabkan peningkatan permintaan akan produk ramah lingkungan, termasuk kosmetik ramah lingkungan. Memahami faktor-faktor yang mempengaruhi niat membeli kosmetik ramah lingkungan oleh perempuan sangat penting untuk mengembangkan strategi pemasaran yang efektif. Jumlah populasi dan sampel sebanyak 400 responden yang diambil dengan menggunakan purposive sampling. Survei ini disebarluaskan melalui platform media sosial menggunakan Google Formulir. Kriteria inklusi responden adalah: seorang perempuan yang berdomisili di DKI Jakarta, berusia 18 tahun ke atas, dan mempunyai minat atau pernah membeli produk kosmetik ramah lingkungan. Penelitian ini menggunakan desain purposive sampling kuantitatif. Data yang terkumpul dianalisis dengan menggunakan software SPSS 29. Untuk menjamin kualitas data, validitas dan reliabilitas instrumen survei dinilai sebelum dianalisis lebih lanjut. Analisis faktor eksplorasi (EFA) digunakan untuk mengidentifikasi faktor-faktor baru yang muncul dari item kuesioner. Hasil penelitian ini faktor pengaruh sosial menunjukkan bahwa keputusan pembelian produk kosmetik hijau sangat dipengaruhi oleh pengaruh sosial, faktor kemampuan dan kesediaan menunjukkan sejauh mana seseorang siap dan mampu bertindak untuk membeli produk tersebut, faktor motivasi internal seseorang memiliki sikap positif terhadap produk kosmetik hijau, dan faktor persepsi dan nilai produk menunjukkan bahwa pengaruh dari luar seperti media sosial maupun keyakinan pribadi memiliki nilai positif. ***** In recent decades, society has faced complex challenges related to environmental issues and environmental protection. Major environmental issues include ozone layer depletion, global warming, and water and air pollution. This is due to the fact that Indonesia is one of the countries that will first feel the impact of global warming because it is located on the equator. The growing environmental consciousness among consumers has led to an increased demand for sustainable products, including green cosmetics. Understanding the factors influencing women's purchase intention for green cosmetics is crucial for developing effective marketing strategies. A total of population and sample 400 respondents were recruited using purposive sampling. The survey was disseminated via social media platforms using Google Forms. Inclusion criteria for respondents were: being a woman residing in DKI Jakarta, aged 18 years or older, and having an interest in or having purchased green cosmetic products. The study adopted a quantitative purposive sampling design. The collected data was analysed using SPSS 29 software. To ensure the quality of the data, the validity and reliability of the survey instrument were assessed prior to further analysis Exploratory factor analysis (EFA) was used to identify new factors that emerged from the questionnaire items. The results of this research show that the social influence factor shows that the decision to purchase green cosmetic products is strongly influenced by social influence, the ability and willingness factors indicate the extent to which a person is ready and able to act to buy the product, the internal motivation factor of a person having a positive attitude towards green cosmetic products, and the factor The perception and value of the product shows that external influences such as social media and personal beliefs have positive value.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D., ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 25276 not found.
Date Deposited:	21 Aug 2024 23:36
Last Modified:	21 Aug 2024 23:36
URI:	http://repository.unj.ac.id/id/eprint/50429

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