PENGARUH GREEN KNOWLEDGE DAN GREEN ATTITUDE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PLASTIK BAYI BERLABEL BPA-FREE DENGAN DIMEDIASI GREEN TRUST: PENDEKATAN BERKELANJUTAN

SIHOMBING, FERY ANDREAS (2025) PENGARUH GREEN KNOWLEDGE DAN GREEN ATTITUDE TERHADAP KEPUTUSAN PEMBELIAN PRODUK PLASTIK BAYI BERLABEL BPA-FREE DENGAN DIMEDIASI GREEN TRUST: PENDEKATAN BERKELANJUTAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyse the factors influencing the purchasing decisions of BPA-free labelled baby plastic products, focusing on the effects of green knowledge, green attitude, and green trust, as well as the mediating role of green trust in sustainable marketing. Plastic has become an integral part of modern life, with increasing production each year, posing potential negative impacts on the environment and human health, especially due to exposure to hazardous chemicals like bisphenol A (BPA).The study population consists of women with toddlers who have purchased BPA-free baby plastic products in the Jabodetabek area, with a sample size of 185 respondents. Data were analysed using a Likert scale and a quantitative approach through the Structural Equation ModellingPartial Least Square (SEM-PLS) method. The results indicate that green knowledge does not have a positive and significant effect on purchasing decisions, while green attitude and green trust do. Additionally, green trust partially mediates the effect of green attitude and fully mediates the effect of green knowledge on purchasing decisions. These findings contribute to both theoretical and practical insights in developing marketing strategies for eco-friendly products, emphasizing the importance of building consumer trust through education on the benefits and attributes of green products. Keywords: Green knowledge, green attitude, green trust, purchasing decisions, BPA-free, sustainable marketing Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian produk plastik bayi berlabel BPA-free, dengan fokus pada pengaruh green knowledge, green attitude, dan green trust, serta peran mediasi green trust dalam konteks pemasaran berkelanjutan. Plastik menjadi bagian integral dari kehidupan modern, terus meningkat produksinya setiap tahun sehingga memiliki potensi dampak negatif terhadap lingkungan dan kesehatan manusia terutama akibat paparan bahan kimia berbahaya seperti bisphenol A (BPA). Populasi penelitian ini terdiri dari wanita yang memiliki balita dan telah membeli produk plastik bayi berlabel BPA-Free di wilayah Jabodetabek, dengan jumlah sampel sebanyak 185 responden. Data dianalisis menggunakan skala Likert dan pendekatan kuantitatif melalui metode Structural Equation Modeling-Partial Least Square (SEMPLS). Hasil penelitian menunjukkan bahwa green knowledge tidak berpengaruh positif dan signifikan terhadap keputusan pembelian, namun green attitude dan green trust memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk plastik bayi berlabel BPA-free. Selain itu, green trust terbukti dapat memediasi secara parsial pengaruh dari green attitude dan secara penuh memediasi pengaruh dari green knowledge terhadap keputusan pembelian. Temuan ini memberikan kontribusi teoritis dan praktis dalam pengembangan strategi pemasaran produk ramah lingkungan, dengan penekanan pada pentingnya membangun kepercayaan konsumen melalui edukasi mengenai manfaat dan atribut produk hijau. Kata kunci: Green knowledge, green attitude, green trust, keputusan pembelian, BPAFree, pemasaran berkelanjutan.

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 009
NIM/NIDN Creators:	55122120045
Uncontrolled Keywords:	Green knowledge, green attitude, green trust, keputusan pembelian, BPAFree, pemasaran berkelanjutan
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 > 001 Knowledge/Ilmu Pengetahuan 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	13 Feb 2025 04:02
Last Modified:	13 Feb 2025 04:02
URI:	http://repository.mercubuana.ac.id/id/eprint/94181

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