Analisis Pengaruh Greenwashing Terhadap Minat Pembelian Produk Ramah Lingkungan di Kota Batam

Celsya, Selly (2020) Analisis Pengaruh Greenwashing Terhadap Minat Pembelian Produk Ramah Lingkungan di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari greenwashing terhadap keinginan pembelian konsumen dikota Batam. Dilakukannya penelitian ini memiliki harapan besar terhadap perusahaan- perusahaan untuk sadar pengaruh dari greenwashing terhadap merek dan penjualannya, mengingat praktik greenwashing masih marak dilakukan. Penelitian ini menganalisa pengaruh greenwashing terhadap brand association, brand credibility, brand equity dan purchase intention. Objek yang dipilih dalam penelitian ini adalah produk dengan keterlibatan rendah yaitu air minum dalam kemasan dan produk dengan keterlibatan tinggi yaitu alat pendingin ruangan. Sampel dalam penelitian ini adalah konsumen maupun calon konsumen dari produk ramah lingkungan. Kuesioner dibagikan secara online dan langsung, terdapat 200 kuesioner yang dibagikan, dan data yang valid dan dapat di gunakan setelah uji outlier adalah sebanyak 195 data. Metode sampling yang digunakan dalam penelitian ini adalah purposive sampling. Hasil penelitian menunjukkan bahwa green brand associations dan brand credibility memiliki pengaruh positive terhadap brand equity dan brand equity memiliki pengaruh kuat terhadap minat pembelian konsumen. Sedangkan variabel greenwashing memiliki pengaruh negatif terhadap green brand associations dan brand credibility sehingga greenwashing juga mempengaruhi minat pembelian konsumen secara negatif baik pengaruh langsung maupun tidak langsung. Hal ini mengindikasikan bahwa perusahaan perlu sadar terhadap praktik greenwashing yang tidak hanya memiliki pengaruh negatif terhadap minat pembelian konsumen namun juga akan menciptakan asosiasi negatif konsumen terhadap merek. ********************************************************************** Purpose of this research is to explore the relationship amongs greenwashing towards green purchase intention of green products in Batam island. Considering the practice of greenwashing is still widely done, this research results put a great hope towards companies to be aware with the negative effect of greenwashing towards companies brands and selling. This research analyze the relationship amongs greenwashing, brand associations, brand credibility, brand equity and purchase intention. Two products were chosen as an object of this research: low involvement product that is mineral water and high involvement product that is air conditioner. Data were collected from 200 green product consumers with purposive sampling and collected by questionnaire. PLS-SEM is used to test this research hypotheses. The findings of this research indicates that green brand associations and brand credibility positively affect brand equity, and by that brand equity have a strong impacts toward green purchase intention. In additions, greenwashing negatively affect brand associations and brand credibility by that means greenwashing also indirectly affect green purchase intention negatively. This research result indicates companies to stop the greenwashing practices because it will affect their brand and affect customer’s purchase intention towards their product. Greenwashing will also create a negative customers assotiations towards the brands.

Item Type: Thesis (Undergraduate)
Additional Information: Similarity: 24
Uncontrolled Keywords: Purchase intention, brand associations, greenwashing, brand credibility, brand equity
Subjects: H Social Sciences > HF Commerce > Business > Marketing. Distribution of products
Divisions: School of Economic and Business > Accounting
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 22 Apr 2020 09:42
Last Modified: 28 Apr 2020 02:26
URI: http://repository.uib.ac.id/id/eprint/2036

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