ARDHETA, FIRZA INTAN (2024) PENGARUH PRODUK HIJAU, PERSEPSI HARGA DAN SIKAP LINGKUNGAN TERHADAP MINAT BELI PRODUK SENALEEN. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (332kB) | Preview |
|
|
Text (ABSTRAK)
02 ABSTRAK.pdf Download (101kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (339kB) |
|
|
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (381kB) |
|
|
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (291kB) |
|
|
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (411kB) |
|
|
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (183kB) |
|
|
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (232kB) |
|
|
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (350kB) |
Abstract
This study is in the background of the issue of environmental damage caused by clothing garbage accumulation, which highlights the importance of focusing on businesses that prioritize the environment and sustainability, which need to be enhanced in today's economy. This study aims to analyze the effect of Green Products, Price Perceptions, Environmental Attitudes on Buying Interests of Senaleen clothing products. The population in this study were Senaleen Instagram followers, the sample used was 135 followers aged 17-50 years who are concerned about the environment and know the Senaleen brand. The sample is calculated using the Hair formula. Sampling method using Purposive Sampling. The data collection method uses a survey method, with a research instrument in the form of a questionnaire. The data analysis method used is Partial Least Square. According to this, Green Products have a positive and significant effect on Purchase Intention. Price Perception has a positive and significant effect on Purchase Intention. Environmental Attitudes do not have a significant effect on Purchase Intention. Key Word : Green Product, Perceived Price, Environmental Attitude, Purchase Intention Penelitian ini di latar belakangi oleh terjadinya isu kerusakan lingkungan akibat sampah pakaian yang menumpuk, hal tersebut menjadikan pentingnya perhatian terhadap bisnis yang mengutamakan lingkungan dan keberlanjutan yang harus ditingkatkan dalam perekonomian saat ini. Penelitian ini bertujuan untuk menganalisis pengaruh Produk Hijau, Persepsi Harga, Sikap Lingkungan terhadap Minat Beli produk pakaian Senaleen. Populasi dalam penelitian ini adalah followers Instagram Senaleen, sampel yang digunakan adalah 135 followers usia 17-50 tahun yang memiliki kepedulian terhadap lingkungan dan mengetahui brand Senaleen. Sampel tersebut dihitung menggunakan rumus Hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian berupa kuesioner. Metode analisis data yang digunakan adalah Partial Least Square. Penelitian ini membuktikan bahwa Produk Hijau berpengaruh positif dan signifikan terhadap Minat Beli. Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli. Sikap Lingkungan tidak berpengaruh signifikan terhadap Minat Beli. Kata Kunci: Produk Hijau, Persepsi Harga, Sikap Lingkungan, Minat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 101 |
| Call Number: | SE/31/24/080 |
| NIM/NIDN Creators: | 43120010267 |
| Uncontrolled Keywords: | Produk Hijau, Persepsi Harga, Sikap Lingkungan, Minat Beli |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 500 Natural Science and Mathematics/Ilmu-ilmu Alam dan Matematika > 570 Biology/Biologi, Ilmu Hayat > 578 Natural History of Organism/Perkembangan Organisme > 578.7 Organisms Characteristic of Specific Environments/Karakteristik Organisme di Lingkungan Tertentu 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 677 Textiles/Teknologi Tekstil |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 19 Apr 2024 07:11 |
| Last Modified: | 19 Apr 2024 07:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/88037 |
Actions (login required)
 |
View Item |
