Anteseden Green Product Buying Decision Pada Produk Ber Eco-Label
DOI:
https://doi.org/10.31004/jptam.v7i2.9347Keywords:
Environmental Consciousness, Eco-Label, Attitude, Green Advertising, Price, Green Product Buying DecisionAbstract
Dewasa ini kerusakan lingkungan yang terjadi sudah cukup parah dan hal ini mendorong produsen untuk memproduksi produk yang ramah lingkungan dan menyantumkan logo eco label di kemasannya. Penelitian ini bertujuan menganalisa faktor-faktor yang mendorong keputusan pembelian konsumen pada produk ber eco-label. Dalam penelitian ini rancangan penelitian yang digunakan adalah pengujian hipotesis dengan individu sebagai unit analisis. Teknik sampling yang digunakan adalah purposive sampling dan sebanyak 240 responden berpartisipasi dalam penelitian ini. Data yang terkumpul dianalisa menggunakan metode regresi berganda dengan bantuan software SPSS versi 22. Hasil pengujian hipotesis menunjukkan terdapat pengaruh positif Ecolabel, Attitude, Green Advertising, Price, terhadap Green Product Buying Decision. Sedangkan variabel Environmental Consciousness tidak berpengaruh terhadap Green Product Buying Decision. Hasil penelitian ini dapat menjadi masukan bagi produsen produk ramah lingkungan untuk merancang strategi pemasaran bagi produk-produknya yang telah mempunyai logo eco-label agar diminati oleh konsumen.
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