PRASETYO, NICCO (2019) ANALISIS GREEN POSITIONING, PRODUCT ATTRIBUTES, HEALTH CONSCIOUSNESS DAN SOCIAL INFLUENCE TERHADAP PURCHASE INTENTION PADA PRODUK PARCHMENT PAPER (Studi Kasus : PT. Berkat Wahana Saudara). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research was conducted to test and analyze the effect of green positioning, product attributes, health consciousness, social influence on purchase intention in Parchment Paper products. The object of this research is consumers who have become customers and new customers of the type of large industries and home industries in the West Jakarta area who purchase Parchment Paper products at PT. Berkat Wahana Saudara. The research method used in this research is descriptive method. This research was conducted on 130 respondents using a quantitative approach. The data collection technique used was a questionnaire using purposive sampling for sampling. Analysis of the data used in this study is the Structural Equation Model (SEM) with the Smart-PLS analysis tool 3.2.8. The results showed that green positioning, product attributes, health consciousness, and social influence had a positive and significant effect on purchase intention. Keywords: Green Positioning, Product Attributes, Health Consciousness, Social Influence, Purchase Intention. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh green positioning, atribut produk, kesadaran kesehatan, pengaruh sosial terhadap minat beli pada produk Parchment Paper. Objek penelitian ini adalah konsumen yang sudah menjadi pelanggan dan konsumen baru yang berjenis industri besar maupun industri rumahan di wilayah Jakarta Barat yang melakukan pembelian produk Parchment Paper di PT. Berkat Wahana Saudara. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Penelitian ini dilakukan pada 130 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dengan menggunakan Purposive Sampling untuk pengambilan sampel. Analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS 3.2.8. Hasil penelitian menunjukkan green positioning, atribut produk, kesadaran kesehatan, dan pengaruh sosial berpengaruh positif dan signifikan terhadap minat beli. Kata kunci : Green Positioning, Atribut Produk, Kesadaran Kesehatan, Pengaruh Sosial, Minat Beli.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 19 905 |
| NIM/NIDN Creators: | 43115110255 |
| Additional Information: | Green Positioning, Atribut Produk, Kesadaran Kesehatan, Pengaruh Sosial, Minat Beli |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 368 Insurance/Asuransi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 06 Jan 2022 02:37 |
| Last Modified: | 17 Apr 2023 04:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53691 |
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