KANIA, WINI (2018) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PENGETAHUAN KONSUMEN, KESADARAN KESEHATAN TERHADAP GREEN PURCHASE INTENTION DENGAN PERSEPSI NILAI DAN SIKAP SEBAGAI INTERVENING (Kajian Pemasaran Restoran Organik Burgreens). S2 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
1. Hal Cover.pdf Download (463kB) | Preview |
|
|
Text (ABSTRAK)
2. Abstrak.pdf Download (219kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
4. Lembar Pernyataan.pdf Download (128kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
3. Lembar Pengesahan.pdf Download (193kB) | Preview |
|
|
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf Download (104kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (157kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (102kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (145kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf Download (192kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
10. Bab I.pdf Restricted to Registered users only Download (171kB) |
|
|
Text (BAB II)
11. Bab II.pdf Restricted to Registered users only Download (996kB) |
|
|
Text (BAB III)
12. Bab III.pdf Restricted to Registered users only Download (180kB) |
|
|
Text (BAB IV)
13. Bab IV.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB V)
14. Bab V.pdf Restricted to Registered users only Download (309kB) |
|
|
Text (BAB VI)
15. BabVI.pdf Restricted to Registered users only Download (548kB) |
|
|
Text (DAFTAR PUSTAKA)
16. Daftar Pustaka.pdf Restricted to Registered users only Download (826kB) |
|
|
Text (LAMPIRAN)
17. Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
The problem of environmental sustainability is still considered as one of the topic’s discussion in the world. Currently green marketing becomes a hot issues in the society to anticipate the destruction of nature. Recently organic food business is one of the important trades. The aim of this study is to know the Influence of Product Quality, Price Perception, Consumer Knowledge, and Health Consciousness to Green Purchase Intention with Perceived Value and Attitude as Intervening (Review of Organic Burgreens Restaurant Marketing). The data obtained from this study is the primary data which were collected directly through distributing questionnaires to 134 respondents. Sampling technique in this research is using purposive sampling. The validity and reliability tests are used as test instrument. Hypothesis test using Structural Equation Model (SEM), LISREL 9.2. The result of the hypothesis test in this study shows that there are significantly positive effects of the product quality, price perception to perceived value and consumer knowledge to the attitude for the consumer to buy organic food. Health Consciousness do not significantly positive influence the attitude on the intention to purchase organic food, but perceived value and the attitude have significantly positive effect on green purchase intention (GPI). Keywords: Product Quality, Price Perception, Consumer Knowledge, Health Consciousness, Perceived Value, Attitude, Green Purchase Intention Masalah kelestarian lingkungan masih menjadi salah satu topik diskusi utama di dunia. Green marketing saat ini sedang menjadi topik hangat di tengah-tengah masyarakat untuk mengantisipasi kerusakan-kerusakan alam. Bisnis makanan organik adalah salah satu bisnis yang perlu diperhitungkan karena dapat berperan dalam mengurangi kerusakan lingkungan. Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Persepsi Harga, Pengetahuan Konsumen, Kesadaran Kesehatan terhadap Green Purchase Intention dengan Persepsi Nilai dan Sikap Sebagai Intervening (Kajian Pemasaran Restoran Organik Burgreens). Data yang digunakan dalam penelitian ini adalah data primer. Data dikumpulkan langsung melalui penyebaran kuisioner kepada 134 responden. Teknik pengambilan sampel dalam penelitian ini adalah dengan menggunakan purposive sampling. Uji instrument menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan Structural Equation Model (SEM), LISREL 9.2. Hasil pengujian hipotesis menunjukkan terdapat pengaruh positif signifikan dari kualitas produk dan persepsi harga terhadap persepsi nilai dan pengetahuan konsumen berpengaruh terhadap sikap untuk niat membeli makanan organik. Kesadaran kesehatan tidak berpengaruh positif signifikan terhadap sikap dalam niat pembelian makanan organik, tetapi persepsi nilai dan sikap berpengaruh positif signifikan terhadap green purchase intention (GPI). Kata kunci: Pengaruh Kualitas Produk, Persepsi Harga, Pengetahuan Konsumen, Kesadaran Kesehatan, Green Purchase Intention, Persepsi Nilai, Sikap
Actions (login required)
 |
View Item |
