Pengaruh Social Influences dan Green Consumption Values pada Purchase Intentions Terhadap Beras Organik di Kota Batam

Putri, Cheristy Medali (2019) Pengaruh Social Influences dan Green Consumption Values pada Purchase Intentions Terhadap Beras Organik di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian yang dilakukan memiliki tujuan yaitu untuk mengetahui faktor apa saja yang dapat mempengaruhi niat pembelian terhadap beras yang ramah lingkungan di Kota Batam. Variabel yang digunakan pada penelitian ini berupa social influence dan green consumption value sebagai variabel independent, attitude sebagai variabel intervening dan purchase intention sebagai variabel dependen. Sampel penelitian ini merupakan masyarakat Kota Batam yang mengetahui tentang beras organik. Penelitian dilakukan dengan menyebarkan kuesioner sebanyak 250 lembar. Tetapi sebanyak 120 kuesioner tidak kembali dan hanya sebanyak 130 kuesioner yang dapat digunakan untuk melanjutkan penelitian. Penelitian dilakukan dengan menggunakan program Smart PLS. Hasil uji penelitian menyatakan bahwa variabel attitude, social influence dan green consumption value memiliki pengaruh positif terhadap purchase intention. Variabel green consumption value dinyatakan memiliki pengaruh positif terhadap attitude sedangkan social influence tidak memiliki pengaruh postif terhadap attitude. Selain itu green consumption value memiliki pengaruh yang postif terhadap purchase intention melalui attitude sebagai variabel intervening. Sedangkan social influence tidak memiliki pegaruh positif terhadap purchase intention dimana attitude sebagai variabel intervening. Kata Kunci: green consumption value, attitude, social influence, purchase intention. ********************************************************************** The research carried out has a purpose, namely to find out what factors can affect the purchase intention of organic rice in Batam City. The variables used in this study are social influence and green consumption value as independent variables, attitude as intervening variable and purchase intention as the dependent variable. The sample of this study is Batam City society who knows about organic rice. The study was conducted by spreading 250 sheets of questionnaire. But 120 sheets of questionnaires were not return and only 130 sheets of questionnaires could be used to continue the research. The study was conducted using the Smart PLS program. The results showed that attitude, social influences and green consumption values had a positive influence on purchase intention. The green consumption value is considered to have a positive influence on attitudes while social influences do not have a positive influence on attitudes. In addition, green consumption value has a positive effect on purchase intention through attitude as an intervening variable. Whereas social influence does not have a positive effect on purchase intention while attitude as an intervening variable. Keyword: green consumption value, attitude, social influence, purchase intention.

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