PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PENGETAHUAN KONSUMEN, KESADARAN KESEHATAN TERHADAP GREEN PURCHASE INTENTION DENGAN PERSEPSI NILAI DAN SIKAP SEBAGAI INTERVENING (Kajian Pemasaran Restoran Organik Burgreens)

KANIA, WINI (2018) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PENGETAHUAN KONSUMEN, KESADARAN KESEHATAN TERHADAP GREEN PURCHASE INTENTION DENGAN PERSEPSI NILAI DAN SIKAP SEBAGAI INTERVENING (Kajian Pemasaran Restoran Organik Burgreens). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The problem of environmental sustainability is still considered as one of the topic’s discussion in the world. Currently green marketing becomes a hot issues in the society to anticipate the destruction of nature. Recently organic food business is one of the important trades. The aim of this study is to know the Influence of Product Quality, Price Perception, Consumer Knowledge, and Health Consciousness to Green Purchase Intention with Perceived Value and Attitude as Intervening (Review of Organic Burgreens Restaurant Marketing). The data obtained from this study is the primary data which were collected directly through distributing questionnaires to 134 respondents. Sampling technique in this research is using purposive sampling. The validity and reliability tests are used as test instrument. Hypothesis test using Structural Equation Model (SEM), LISREL 9.2. The result of the hypothesis test in this study shows that there are significantly positive effects of the product quality, price perception to perceived value and consumer knowledge to the attitude for the consumer to buy organic food. Health Consciousness do not significantly positive influence the attitude on the intention to purchase organic food, but perceived value and the attitude have significantly positive effect on green purchase intention (GPI). Keywords: Product Quality, Price Perception, Consumer Knowledge, Health Consciousness, Perceived Value, Attitude, Green Purchase Intention Masalah kelestarian lingkungan masih menjadi salah satu topik diskusi utama di dunia. Green marketing saat ini sedang menjadi topik hangat di tengah-tengah masyarakat untuk mengantisipasi kerusakan-kerusakan alam. Bisnis makanan organik adalah salah satu bisnis yang perlu diperhitungkan karena dapat berperan dalam mengurangi kerusakan lingkungan. Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Persepsi Harga, Pengetahuan Konsumen, Kesadaran Kesehatan terhadap Green Purchase Intention dengan Persepsi Nilai dan Sikap Sebagai Intervening (Kajian Pemasaran Restoran Organik Burgreens). Data yang digunakan dalam penelitian ini adalah data primer. Data dikumpulkan langsung melalui penyebaran kuisioner kepada 134 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji instrument menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan Structural Equation Model (SEM), LISREL 9.2. Hasil pengujian hipotesis menunjukkan terdapat pengaruh positif signifikan dari kualitas produk dan persepsi harga terhadap persepsi nilai dan pengetahuan konsumen berpengaruh terhadap sikap untuk niat membeli makanan organik. Kesadaran kesehatan tidak berpengaruh positif signifikan terhadap sikap dalam niat pembelian makanan organik, tetapi persepsi nilai dan sikap berpengaruh positif signifikan terhadap green purchase intention (GPI). Kata kunci: Pengaruh Kualitas Produk, Persepsi Harga, Pengetahuan Konsumen, Kesadaran Kesehatan, Green Purchase Intention, Persepsi Nilai, Sikap

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 010
Call Number: TM/51/18/076
NIM: 55114120309
Uncontrolled Keywords: Pengaruh Kualitas Produk, Persepsi Harga, Pengetahuan Konsumen, Kesadaran Kesehatan, Green Purchase Intention, Persepsi Nilai, Sikap
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Oct 2018 01:32
Last Modified: 06 Nov 2018 05:00
URI: http://repository.mercubuana.ac.id/id/eprint/45189

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