IMPLEMENTASI GREEN MARKETING TERHADAP MINAT BELI (STUDI PADA PRODUK LOVE BEAUTY AND PLANET)

SARI, PUTU INDAH KUMALA (2021) IMPLEMENTASI GREEN MARKETING TERHADAP MINAT BELI (STUDI PADA PRODUK LOVE BEAUTY AND PLANET). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Cosmetic products with the concept of "green marketing" are increasing on the market, but in 2019, especially Indonesia is still in the top 10 or in the top 6 as a polluting country in the world, according to IQAir. Based on this phenomenon, it will have an impact on the increasing number of companies in Indonesia that issue products with the concept of green marketing with the aim of reducing energy use and factory waste. The research method used in this research is a quantitative method with a descriptive-quantitative approach, with Structural Equation Modeling (SEM) analysis techniques using SMART PLS 3.0 software. The sampling method used was purposive sampling with 120 respondents. The results showed that environmental awareness and green promotion had a significant positive effect on green trust, and green trust had a significant positive effect on purchase intention. Meanwhile, the green trust variable significantly mediates the relationship between environmental awareness and purchase intention as well as the relationship between green promotion and purchase intention. Keywords: Environmental awareness, green promotion, green trust, purchase intention Produk kosmetik dengan konsep "green marketing" memang semakin meningkat di pasaran, namun di tahun 2019 ini khususnya Indonesia masih masuk dalam 10 besar atau masuk 6 besar sebagai negara pencemar di dunia, menurut IQAir. Berdasarkan fenomena tersebut akan berdampak pada semakin banyaknya perusahaan di Indonesia yang mengeluarkan produk dengan konsep green marketing dengan tujuan untuk mengurangi penggunaan energi dan limbah pabrik. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif kuantitatif, dengan teknik analisis Structural Equation Modeling (SEM) menggunakan software SMART PLS 3.0. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sample 120 responden. Hasil penelitian menunjukkan bahwa kehidupan berkelanjutan dan promosi hijau berpengaruh positif signifikan terhadap kepercayaan hijau, dan kepercayaan hijau berpengaruh positif signifikan terhadap minat beli. Sedangkan variabel green trust secara signifikan memediasi hubungan antara kehidupan berkelanjutan terhadap minat beli serta hubungan antara green promotion terhadap minat beli Kata Kunci: Kehidupan Berklanjutan, Promosi Hijau, Kepercayaan Hijau, Minat Beli

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