MODERASI PRICE SENSITIVITY DALAM ATTITUDE,SUBJECTIVE NORMS, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP PURCHASE INTENTION ECOFRIENDLY BODY CARE

KHALISATUZ ZAHRO, . (2024) MODERASI PRICE SENSITIVITY DALAM ATTITUDE,SUBJECTIVE NORMS, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP PURCHASE INTENTION ECOFRIENDLY BODY CARE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini merupakan studi deskriptif yang dirancang untuk mengetahui faktor-faktor yang memengaruhi niat konsumen dalam membeli produk perawatan tubuh yang ramah lingkungan. Faktor utama yang dikaji meliputi attitude, subjective norms, dan perceived behavioral control, dengan price sensitivity sebagai variabel moderator. Penelitian ini mengeksplorasi berbagai determinan perilaku yang mendorong maupun menghambat niat pembelian hijau dalam industri kecantikan dan perawatan pribadi. Penelitian ini menggunakan pendekatan kuantitatif, dengan data primer yang diperoleh melalui kuesioner terstruktur. Responden dalam penelitian ini berjumlah 322 orang di Jakarta, Indonesia, yang berpartisipasi dari bulan Oktober hingga Desember 2024. Analisis data meliputi uji validitas dan reliabilitas, serta pengujian hipotesis. Hasil penelitian menunjukkan bahwa attitude dan subjective norms berpengaruh positif terhadap green purchase intention, yang menegaskan peran keyakinan pribadi dan tekanan sosial dalam membentuk perilaku konsumsi berkelanjutan. Namun, perceived behavioral control yang dirasakan tidak terbukti berhubungan secara signifikan dengan green purchase intention, yang mungkin menunjukkan bahwa dampaknya bersifat kontekstual. Price sensitivity menjadi variabel moderasi yang tidak mempengaruhi dalam melemahkan atau menguatkan hubungan antara attitude, subjective norms, dan perceived behavioral control dalam green purchase intention. Dengan demikian, studi ini memberikan wawasan penting dalam perilaku konsumen dan menyoroti peran ganda faktor psikososial dan ekonomi. Temuan ini memberikan rekomendasi praktis bagi pemasar dan pembuat kebijakan dalam mendorong adopsi produk ramah lingkungan dan membangun pilihan konsumen yang berkelanjutan.***** This research is a descriptive study designed to find out the factors in the intention of consumers in buying environmentally friendly body care products. The key drivers studied were attitudes, subjective norms, and perceived behavior control. Price sensitivity was a moderator variable. This research examines several behavioral determinants of driving and impeding green purchase intention in the beauty and personal care industry. This research uses a quantitative approach, and the data used in this research is primary data through a structured questionnaire. Respondents in this study are 322 people in Jakarta, Indonesia, who participated in this study from October to December 2024. The findings indicate that attitudes and subjective norms positively influence green purchase intention, underlining the role of personal beliefs and social pressures in shaping sustainable consumption behaviors. On the other hand, perceived behavioral control did not emerge as significantly related to green purchase intention, which may suggest that its impact is contextual. Price sensitivity is a moderating variable that does not affect in weakening or strengthening the relationship between attitude, subjective norms, and perceived behavioral control in green purchase intention. Thus, this study provides important insights into consumer behavior and highlights the dual role of psychosocial and economic factors. The findings provide practical recommendations for marketers and policymakers in encouraging the adoption of green products and building sustainable consumer choices.

Item Type:	Thesis (Sarjana)
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:	Users 26471 not found.
Date Deposited:	25 Feb 2025 04:28
Last Modified:	25 Feb 2025 04:28
URI:	http://repository.unj.ac.id/id/eprint/53360

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