INTENSI MEMBELI PRODUK RAMAH LINGKUNGAN PADA KONSUMEN DI JAKARTA

Wun, Grace Nathasya (2024) INTENSI MEMBELI PRODUK RAMAH LINGKUNGAN PADA KONSUMEN DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

Text Grace Nathasya Wun 115210085 JA.pdf Download (1MB)

Abstract

Tujuan dari penelitian ini adalah untuk menguji environmental concern, subjective norms danperceived behavioral control terhadap green purchase intention serta menguji attitude sebagai
mediasi environmental concern, subjective norm dan perceived behavioral control dengangreen purchase intention. Populasi dari penelitian ini adalah konsumen dari produk lingkungan
yang berdomisili di Jakarta. Populasi yang digunakan dalam penelitian ini berjumlah 144
responden valid dari jumlah total sebanyak 150 responden. Penelitian ini menggunakan metode
purposive sampling, dengan menyebarkan kuesioner secara online yang kemudian diolah
menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah environmental concern tidak
dapat memengaruhi green purchase intention secara langsung, namun environmental concerndapat memengaruhi green purchase intention melalui attitude sebagai mediasi. Subjectivenorm dan perceived behavioral control dapat memengaruhi green purchase intention secaralangsung, namun attitude tidak dapat memediasi hubungan antara subjective norm dengangreen purchase intention. Sedangkan perceived behavioral control dapat memengaruhi greenpurchase intention dengan melalui attitude sebagai mediasi.
Kata Kunci: environmental concern, subjective norm, perceived behavioral control, green
purchase intention

The purpose of this research is to examine the effect environmental concerns, subjective norms
and perceived behavioral control on green purchase intention and to test attitudes as mediation
of environmental concerns, subjective norms and perceived behavioral control with green
purchase intentions. The population of this study are green products consumers who live in
Jakarta. The population used in this study was 144 valid respondents out of a total of 150
respondents. This study used a purposive sampling method, by distributing online
questionnaires which were then processed using smartPLS-SEM. The results of this study are
that environmental concerns cannot directly affect green purchase intention, but environmental
concerns can affect green purchase intentions through attitude as mediation. Subjective norm
and perceived behavioral control can directly influence green purchase intention, but attitude
cannot mediate the relationship between subjective norm and green purchase intention.
Meanwhile, perceived behavioral control can influence green purchase intention through
attitude as mediation.
Keywords: environmental concern, subjective norm, perceived behavioral control, green
purchase intention

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	12 Jun 2025 04:39
Last Modified:	12 Jun 2025 04:39
URI:	https://repotest.untar.ac.id/id/eprint/47140

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