PENGARUH STRATEGI GREEN MARKETING MIX DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN Studi Kasus Konsumen Ponsel Nokia

ANNISA, FIONA (2014) PENGARUH STRATEGI GREEN MARKETING MIX DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN Studi Kasus Konsumen Ponsel Nokia. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh strategi green marketing mix dan pengetahuan produk terhadap keputusan pembelian, studi konsumen ponsel Nokia di Jakarta. Jenis desain penelitian yang digunakan adalah riset deskriptif, dilakukan di pusat perbelanjaan ponsel terbesar di Jakarta yaitu di ITC Roxy Mas sebanyak 120 sample pada periode Mei – Juli 2014. Teknik sampling menggunakan sample purposive ditujukan kepada responden yang melakukan pembelian Ponsel Nokia. Alat yang digunakan untuk penelitian kuantitatif adalah kuesioner. Hasil penelitian disimpulkan produk green, persepsi harga, saluran distribusi, promosi, dan pengetahuan produk berpengaruh terhadap keputusan pembelian baik secara parsial maupun simultan. Koefisien matrik korelasi dimensi tertinggi pada variabel saluran distribusi dengan keputusan pembelian adalah dimensi besaran pengetahuan dengan faktor pribadi dengan nilai 0.557. Penelitian ini menyimpulkan bahwa itu perusahaan perlu mempertahankan kualitas ponsel Nokia yang bercirikan ramah lingkungan dengan harga terjangkau, dan lebih mengenalkan lagi kepada konsumen melalui promosi dan saluran distribusi yang tepat, agar pengetahuan konsumen bertambah mengenai produk ramah lingkungan dan pada akhirnya merangsang untuk membeli ponsel Nokia. Kata Kunci : Produk, Persepsi Harga, Saluran Distribusi, Promosi, Pengetahuan Produk, Keputusan Pembelian. This study aimed to identify and analyze the influence of green marketing mix strategy and product knowledge on purchasing decisions, consumer studies Nokia phone in Jakarta. Type of research design used was descriptive research, conducted at the biggest mobile phone mall ITC Roxy Mas, with 120 respondence during the period May to July 2014. Sampling techniques used was purposive sample to respondents who purchased Nokia. The tools was used for the quantitative study, was a questionnaire. The final conclusion of green products, percieved price, distribution channel, promotion, and product knowledge was influence the purchasing decision either partially or simultaneously. The highest correlation dimensions of matrics coefficient was distribution channels variable with the purchase decision was extensive knowledge dimensions toward a personal factor which gained 0557. This research concluded that the company must to maintain the quality of Nokia phones that are characterized by eco-friendly at an affordable price, and introduce again to consumers through promotion and the right distribution channels, in order to increase consumer knowledge on environmental friendly products and ultimately stimulate to buy a Nokia phone. Keywords: Product, Percieved Price, Distribution Channel, Promotion, Product Knowledge, Purchase Decision.

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