Pengaruh Environmental Consiousness, Green Advertising, Eco-label Dan Price Terhadap Buying Decision Green Product Pada Tupperware (studi Konsumen Generasi Milenial Di Jawa Barat)

Ghea Immanichi, Citra Kusuma Dewi

Abstract

Abstrak
Bahan plastik kini sudah menjadi bagian dari keseharian masyarakat untuk menggantikan bahan-bahan
tradisional. Oleh karena itu, peminat penggunaan plastik semakin meningkat dan masyarakat lebih memilih
menggunakan plastik dengan penggunaannya yang berbahaya bagi lingkungan. Tupperware adalah Salah satu
perusahaan yang sudah menerapkan produk ramah lingkungan.
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh environtmental consiousness, green
advertising, eco-label, dan price terhadap buying decision green product pada konsumen generasi milenial
Tupperware. Metode penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif kausalitas.
Penelitian ini menggunakan teknik sampling pada non-probability sampling. Sampel dalam penelitian ini berjumlah
100 respoden konsumen generasi milenial Tupperware di Jawa Barat . Teknik analisis data yang digunakan analisis
deskriptif dan analisis regresi linier berganda
Hasil penelitian ini menunjukkan bahwa variabel environtmental consiousness, eco-label, dan price
berpengaruh signifikan terhadap buying decision green product secara parsial dan simultan sedangkan green
advertising tidak berpengaruh signifikan secara parsial terhadap buying decision green product pada konsumen
generasi milenial Tupperware dengan besarnya pengaruh sebesar 67,5% sedangkan sisanya 32,5% dipengaruhi oleh
faktor lain yang tidak diteliti dalam penelitian ini.
CD
Kata kunci: Environtmental Consiousness, Green Advertising, Eco-Label, Price, Buying Decision Green Product.
Abstract
Plastic materials nowadays become part of our daily lives to replace traditional materials. Therefore, plastic
materials enthusiast keep increasing and people prefer to use plastic materials which is its a harmful materials for
the environment. Tupperware is the company that has implemented a product that friendly with the environment.
This research aims to study and analyze the effects of the environmental consiousness, green advertising, ecolabel labels, and price on buying decisions for green products in Tupperware on milenials generation. This method
that these research uses is quantitative methods with the type of decriptive causality research. This research also
uses a sampling technique in non-probability sampling. There are 100 respondents as a sample in these research
from Tupperware millineial generation consumer who lives on west java. The technique data analyisis uses in these
research is descriptive analysis and multiple linear regression analysis.
The results of this research indicate that environmental consiousness, eco-label, and prices variables have a
significant effect on buying decision of green products partially and simultaneously while green advertising has no
significant effect on the buying decision on Tupperware's millennial generation customers with the presentation 67,
5 % while the remaining 32.5% was approved by other factors which were not returned in this research.
Keyword: Environtmental Consiousness, Green Advertising, Eco-Label, Price, Buying Decision Green Product.

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