MODEL PENENTU NIAT BELI INDIVIDU TERHADAP PRODUK YANG RAMAH LINGKUNGAN

Novia, Sherly (2025) MODEL PENENTU NIAT BELI INDIVIDU TERHADAP PRODUK YANG RAMAH LINGKUNGAN. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini mengkaji niat beli individu terhadap produk ramah lingkungan, dengan objek penelitian pada produk Royco dari Unilever. Populasi yang digunakan dalam penelitian ini adalah Masyarakat DKI Jakarta yang menggunakan produk Royco dari Unilever. Pengambilan sample dilakukan dengan menggunakan probability sampling dengan metode simple random sampling. Kerangka penelitian ini didasarkan pada Theory of Planned Behavior (TPB), yang melibatkan variabel sikap, norma subjektif, dan kontrol perilaku yang dirasakan. Penelitian juga memasukkan variabel tambahan, yaitu pengetahuan lingkungan, kesadaran lingkungan, dan kesediaan membayar lebih (willingness to pay), untuk mengeksplorasi faktor-faktor utama yang memengaruhi niat beli konsumen. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM). Penelitian ini bertujuan memberikan kontribusi teoretis dalam kajian niat beli produk ramah lingkungan dan kontribusi praktis bagi pengembangan strategi pemasaran produk Royco yang mendukung keberlanjutan. Hasilnya diharapkan mendukung pencapaian Sustainable Development Goals (SDG) 12, khususnya terkait konsumsi dan produksi yang bertanggung jawab. This study examines individual purchase intention towards environmentally friendly products, with the object of research on Royco products from Unilever. The population used in this study is the people of DKI Jakarta who use Royco products from Unilever. Sampling is done using probability sampling with simple random sampling method. This research framework is based on the Theory of Planned Behavior (TPB), which involves attitude variables, subjective norm, and perceived behavioral control. The research also included additional variables, namely environmental knowledge, environmental awareness, and willingness to pay, to explore the main factors that influence consumer purchase intentions. Data analysis was conducted using the Structural Equation Modeling (SEM) method. This research aims to make a theoretical contribution to the study of purchase intention of environmentally friendly products and a practical contribution to the development of Royco product marketing strategies that support sustainability. The results are expected to support the achievement of Sustainable Development Goals (SDG) 12, especially related to responsible consumption and production.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55123010030
Uncontrolled Keywords:	Pengetahuan Lingkungan, Kesadaran Lingkungan, Sikap, Norma Subjektif, Kontrol perilaku yang Dirasakan, Kesediaan untuk Membayar Lebih, Niat Beli Environmental Knowledge, Environmental Awareness, Attitude, Subjective Norm, Perceived Behavioral Control, Willingness to Pay, Purchase Intention
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:	Pascasarjana > Magister Manajemen
Depositing User:	Maulana Arif Hidayat
Date Deposited:	11 Sep 2025 06:14
Last Modified:	11 Sep 2025 06:14
URI:	http://repository.mercubuana.ac.id/id/eprint/97691

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