Analisis faktor determinasi yang mempengaruhi niat pembelian produk skincare ramah lingkungan di indonesia.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Luki Adiati Pratomo
Kata Kunci : Attitude toward green product; Subjective Norm; Eco-Label; Green Purchase Intention;Environtmental k
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_TS_MMJ_122012111064_Halaman-Judul.pdf | 12 | |
| 2. | 2026_TS_MMJ_122012111064_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_TS_MMJ_122012111064_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_TS_MMJ_122012111064_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_TS_MMJ_122012111064_Lembar-Pengesahan.pdf | 5 | |
| 6. | 2026_TS_MMJ_122012111064_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_TS_MMJ_122012111064_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_TS_MMJ_122012111064_Bab-1.pdf | 15 | |
| 9. | 2026_TS_MMJ_122012111064_Bab-2.pdf | 19 |
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| 10. | 2026_TS_MMJ_122012111064_Bab-3.pdf | 25 |
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| 11. | 2026_TS_MMJ_122012111064_Bab-4.pdf | 16 |
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| 12. | 2026_TS_MMJ_122012111064_Bab-5.pdf | 4 | |
| 13. | 2026_TS_MMJ_122012111064_Daftar-Pustaka.pdf | 4 | |
| 14. | 2026_TS_MMJ_122012111064_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi green purchase intention konsumen terhadap produk skincare ramah lingkungan di indonesia dengan menggunakan kerangka theory of planned behavior (tpb). penelitian ini diharapkan dapat memberikan kontribusi akademik dalam pengembangan kajian perilaku konsumen serta implikasi praktis bagi pelaku industri skincare ramah lingkungan dalam merumuskan strategi pemasaran yang berkelanjutan. metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling. pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden yang menggunakan produk skincare dalam aktivitas sehari-hari dan memiliki pengetahuan mengenai produk skincare ramah lingkungan. data yang terkumpul dianalisis menggunakan analisis regresi untuk menguji pengaruh variabel independen yang meliputi attitude toward green product, subjective norm, perceived behavioral control, environmental sensitivity, environmental knowledge, dan eco-label terhadap variabel dependen, yaitu green purchase intention. hasil penelitian menunjukkan bahwa attitude toward green product dan subjective norm berpengaruh positif dan signifikan terhadap green purchase intention. sementara itu, perceived behavioral control tidak berpengaruh signifikan terhadap niat pembelian produk skincare ramah lingkungan. selain itu, environmental knowledge tidak berpengaruh langsung terhadap attitude toward green product, namun memiliki pengaruh positif dan signifikan terhadap environmental sensitivity. selanjutnya, environmental sensitivity dan eco-label terbukti berpengaruh positif dan signifikan dalam membentuk sikap konsumen terhadap produk skincare ramah lingkungan. kesimpulannya, penelitian ini memberikan implikasi praktis bagi perusahaan skincare ramah lingkungan untuk mengoptimalkan pengaruh norma sosial serta memperkuat sikap positif konsumen melalui komunikasi pemasaran yang menekankan manfaat lingkungan, keamanan bahan, dan nilai etis produk. penelitian ini diharapkan dapat menjadi dasar pengambilan keputusan strategis dalam pengembangan bisnis skincare ramah lingkungan di indonesia.
T This study aims to analyze the factors influencing consumers\\\' green purchase intention towards eco-friendly skincare products in indonesia using the theory of planned behavior (tpb) framework. this study is expected to provide academic contributions in the development of consumer behavior studies as well as practical implications for eco-friendly skincare industry players in formulating sustainable marketing strategies. the research method used is a quantitative approach with a purposive sampling technique. data collection was conducted by distributing questionnaires to respondents who use skincare products in their daily activities and have knowledge about eco-friendly skincare products. the collected data were analyzed using regression analysis to test the influence of independent variables including attitude toward green products, subjective norms, perceived behavioral control, environmental sensitivity, environmental knowledge, and eco-labels on the dependent variable, namely green purchase intention. the results showed that attitude toward green products and subjective norms have a positive and significant effect on green purchase intention. meanwhile, perceived behavioral control does not have a significant effect on the intention to purchase eco-friendly skincare products. in addition, environmental knowledge does not directly affect attitude toward green products, but has a positive and significant effect on environmental sensitivity. furthermore, environmental sensitivity and eco-labels are proven to have a positive and significant effect in shaping consumer attitudes towards eco-friendly skincare products. in conclusion, this study offers practical implications for eco-friendly skincare companies to optimize the influence of social norms and strengthen positive consumer attitudes through marketing communications that emphasize environmental benefits, ingredient safety, and the ethical value of the products. this research is expected to inform strategic decision-making in developing eco-friendly skincare businesses in indonesia.