PUTRI, AYU DWI CHAERANI (2021) PERAN DIGITAL MARKETING DALAM MENDORONG MINAT BELI HIJAU PRODUK HIDROPONIK MELALUI GREEN LIFESTYLE DAN PENGETAHUAN KONSUMEN PADA UMKM. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh Digital Marketing dalam mendorong Minat Beli Hijau produk Hidroponik melalui Green Lifestyle dan Pengetahuan Konsumen pada UMKM dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 135 responden Masyarakat Ibukota Jakarta . Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara Digital Marketing , Minat Beli, Green Lifestyle dan Pengetahuan Konsumen. Hasil dari penelitian ini menyatakan bahwa seluruh hipotesis ditemukan berpengaruh dan signifikan akan tetapi untuk Digital Marketing terhadap Minat Beli tidak Berpengaruh dan Tidak Signifikan jika tidak ada variable Green Lifestyle dan Pengetahuan Konsumen yang memediasi nya. Kata Kunci: Digital Marketing, Minat Beli Hijau, Green Lifestyle dan Pengetahuan Konsumen. The main objective of this research is to examine and analyze the effect of digital marketing in encouraging interest in buying green hydroponic products through green lifestyle and consumer knowledge on UMKM using a quantitative descriptive approach. The data in the study were obtained from 135 respondents in the Capital City of Jakarta. Data analysis in this study used an alternative method of structural equation modeling (SEM), namely partial least square (PLS). The first stage in this study was to test the validity of the questions for each variable along with its reliability. The second stage examines the relationship between Digital Marketing, Purchase Interest, Green Lifestyle and Consumer Knowledge. The results of this study state that all hypotheses are found to be influential and significant, but for digital marketing on Purchase Intentions it is not influential and insignificant if there are no variables green lifestyle and consumer knowledge that mediate it. Keywords: Digital Marketing, Green Purchase Intentions, Green Lifestyle and Consumer Knowledge.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120355 |
| Uncontrolled Keywords: | Digital Marketing, Minat Beli Hijau, Green Lifestyle dan Pengetahuan Konsumen. Digital Marketing, Green Purchase Intentions, Green Lifestyle and Consumer Knowledge. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | UMMI RAHMATUSSYIFA |
| Date Deposited: | 08 Mar 2022 07:36 |
| Last Modified: | 08 Mar 2022 07:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57467 |
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