Analisis faktor-faktor yang mempengaruhi green purchase decision (pada konsumen IKEA di Jabodetabek)

Osmond, Erik (2022) Analisis faktor-faktor yang mempengaruhi green purchase decision (pada konsumen IKEA di Jabodetabek). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Meningkatnya kesadaran masyarakat terhadap pentingnya menjaga kelestarian lingkungan menyebabkan terjadinya pergeseran dalam pola konsumsi masyarakat tersebut, dimana konsumen saat ini lebih selektif dalam membeli produk terutama melihat dampaknya terhadap lingkungan. Salah satu perusahaan yang gencar memasarkan green product adalah IKEA, sehingga penelitian ini dilakukan untuk mengetahui faktor-faktor apa saja yang mempengaruhi green purchase decision dari konsumen IKEA yang berdomisili di Jabodetabek. Penelitian ini menggunakan 273 sampel yang didapatkan dengan menggunakan teknik non-probability sampling dan purposive sampling, teknik pengumpulan data yang digunakan adalah kuesioner, dan teknik analisa data yang digunakan adalah PLS-SEM. Hasil penelitian menunjukkan bahwa environmental concern, green perceived quality, green wilingness to buy dan green future estimation berpengaruh signifikan dan positif terhadap green purchase decision. Sedangkan green perceived benefit dan green awareness of price tidak memiliki pengaruh yang signifikan meskipun positif terhadap green purchase decision. Implikasi utama dari penelitian ini adalah pentingnya bagi perusahaan untuk untuk memberikan edukasi atau informasi kepada masyarakat mengenai kondisi lingkungan hidup serta dampak positif dari green product terhadap lingkungan dan diri konsumen. / Increasing public awareness of the importance of preserving the environment has led to a shift in people's consumption patterns, where consumers are now more selective in buying products, especially considering their impact on the environment. One of the companies that actively market green products is IKEA, so this research was conducted to find out what factors influence green purchase decisions from IKEA consumers who live in Jabodetabek. This study used 273 samples obtained by using non-probability sampling and purposive sampling, the data collection technique used was a questionnaire, and the data analysis technique used was PLS-SEM. The results of the study show that environmental concern, green perceived quality, green willingness to buy and green future estimation have a significant and positive effect on green purchase decisions. Meanwhile, green perceived benefits and green awareness of price do not have a significant, albeit positive, effect on green purchase decisions. The main implication of this research is the importance for companies to provide education or information to the public about environmental conditions and the positive impact of green products on the environment and consumers.

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