Investigasi Keinginan Konsumen Wanita Membeli Produk Green Skincare dengan Model Pro-Environmental Planned Behavior

Ghea Cinantya Puspita, Noer B A, Persada S F
Submission Date: 2017-07-28 13:59:52
Accepted Date: 2017-12-31 15:38:18

Abstract


Masyarakat global saat ini semakin menyadari bahaya dari kerusakan lingkungan, hal itu mempengruhi perilaku konsumen dalam meggunakan produk ramah lingkungan khususnya pada produk kecantikan. The Body Shop dan Sariayu Martha Tilaar merupakan perusahaan kecantikan yang telah menerapkan green concept di Indonesia. Produk skincare dipilih sebagai objek amatan karena banyak masyarakat di Indonesia yang menggunakannya dibanding dengan varian produk kecantikan lainnya, namun penelitian mengenai minat beli green skincare yang dilatarbelakangi faktor peduli lingkungan masih jarang diteliti. Melalui penyebaran kuesioner offline dan online kepada 250 konsumen wanita di Surabaya, penelitian ini bertujuan untuk mengidentifikasi faktor-faktor model Pro-Environmental Planned Behavior (PEPB) yang mempengaruhi minat konsumen membeli produk green skincare. Teknik pengambilan sampel menggunakan metode convenience sampling. Analisis data yang digunakan adalah structural equation modeling dan analisis STP. Hasil dari penelitian ini menunjukkan bahwa faktor perceived authority support dan percieved environmental concern berpengaruh positif pada attitude, subjective norms dan perceived behavioral control; kemudian ketiganya dapat berpengaruh positif terhadap behavioral intention dalam membeli produk green skincare.


Keywords


Green Skincare, Model PEPB, Minat Beli, Structural Equation Modeling, STP

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