PENGARUH PERIKLANAN HIJAU TERHADAP SIKAP LINGKUNGAN DAN MINAT BELI PRODUK RAMAH LINGKUNGAN (Studi pada Produk Garnier)

NABAHANI, PUTRI RAKHMATIA (2022) PENGARUH PERIKLANAN HIJAU TERHADAP SIKAP LINGKUNGAN DAN MINAT BELI PRODUK RAMAH LINGKUNGAN (Studi pada Produk Garnier). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Global warming and bad waste management are environmental problems that trigger and concern the world community. Garnier as one of the pioneers of environmentally friendly brands contributes and engages the public to overcome environmental problems through green advertising. This study aims to determine green advertising on purchase intention in buying environmentally friendly products through mediating environmental attitudes. The population in this study is the people of DKI Jakarta with a sample of 100 respondents who were determined using the purposive sampling method. The data collection technique was carried out using a questionnaire and data processing was carried out by using the SEMPLS analysis technique using SPSS and SmartPLS software. The results of this study found that Garnier’s green advertising and environmental attitudes had a positive and significant effect on purchase intentions in buying Garnier’s environmentally-friendly product, and environmental attitudes had a positive and significant effect in mediating green advertising towards purchase intention in buying environmentally-friendly product. Keywords: Green Advertising, Environmental Attitudes, Purchase Intention in Buying Environmentally-friendly Product Pemanasan global dan buruknya pengelolaan sampah merupakan permasalahan lingkungan yang krusial dan menyita perhatian masyarakat dunia. Garnier sebagai salah satu pelopor merek kosmetik ramah lingkungan turut berkontribusi dan juga mengajak masyarakat untuk mengatasi permasalahan lingkungan melalui periklanan hijau yang dijalankan. Penelitian ini bertujuan untuk mengetahui pengaruh periklanan hijau terhadap minat beli produk ramah lingkungan melalui mediasi sikap lingkungan. Populasi dalam penelitian ini adalah masyarakat DKI Jakarta dengan jumlah sampel sebanyak 100 responden yang ditentukan menggunakan metode purposive sampling. Adapun teknik pengumpulan data dilakukan menggunakan kuesioner dan olah data dilakukan dengan teknik analisis SEM-PLS menggunakan perangkat lunak SPSS dan SmartPLS. Hasil penelitian ini mendapati bahwa periklanan hijau Garnier berpengaruh positif dan signifikan terhadap sikap lingkungan dan minat beli produk ramah lingkungan Garnier, sikap lingkungan berpengaruh positif dan signifikan terhadap minat beli produk ramah lingkungan Garnier, dan sikap lingkungan memediasi pengaruh periklanan hijau Garnier terhadap minat beli produk ramah lingkungan Garnier Kata Kunci: Periklanan Hijau, Sikap Lingkungan, Minat Beli Produk Ramah Lingkungan

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 100
NIM/NIDN Creators: 43118010347
Uncontrolled Keywords: Periklanan Hijau, Sikap Lingkungan, Minat Beli Produk Ramah Lingkungan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Aug 2022 07:00
Last Modified: 24 Aug 2022 07:00
URI: http://repository.mercubuana.ac.id/id/eprint/68388

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