Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
MillennialsÂ’ Intention Toward Green Fast-Food Retail in West Java: The Use Of Theory-Of-Planned-Behavior
Skripsi, 003 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 11:45:32
Oleh : Bella Marhaenia Dyah Ayu Pithaloka Hayuningardi - 175264002 (bella.dyah.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : fast-food, retail, green fast-food, planned-behavior
The increasing interest in green products for the millennial generation indirectly affects the existence of fast-food, where fast food is often associated with something unhealthy. Therefore, some fast-food practitioners are now offering several products that are said to be "greener", but it is still very rare to launch outlets with more "green" or "eco-friendly" thematic, even though negative perceptions about fast-food retail are also related to the food court itself. Therefore, this study aims to determine the consumer behavioral intention of the millennial generation towards green fast food retail with the scope of study in West Java, Indonesia. This study was conducted with 402 respondents adopting the TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. This research used a quantitative approach and is processed using SPSS and Smart-PLS. The results show that the company's green practices, physical service-scape, and price fairness affect consumer behavior control which has a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has positive and significant impact on consumer Attitude. The output of this research formed as guidebook about green fast-food retail, focuses on how to build green knowledge, by listing several content strategies that can be used by fast-food practitioners and to build behavioral control by explain several strategies to create plant-based-food and green installation. In hope that this guidebook can be used as a reference for fast-food practitioners when they want to create marketing strategies related to green fast-food retail or further when they want to launch green fast-food retail.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 11:45:32
Oleh : Bella Marhaenia Dyah Ayu Pithaloka Hayuningardi - 175264002 (bella.dyah.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : fast-food, retail, green fast-food, planned-behavior
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Deskripsi Alternatif :The increasing interest in green products for the millennial generation indirectly affects the existence of fast-food, where fast food is often associated with something unhealthy. Therefore, some fast-food practitioners are now offering several products that are said to be "greener", but it is still very rare to launch outlets with more "green" or "eco-friendly" thematic, even though negative perceptions about fast-food retail are also related to the food court itself. Therefore, this study aims to determine the consumer behavioral intention of the millennial generation towards green fast food retail with the scope of study in West Java, Indonesia. This study was conducted with 402 respondents adopting the TPB theory as the variable under study, supported by Green Knowledge, Perceived Green Practices, Perceived Physical Servicescape, and Perceived Price Fairness. This research used a quantitative approach and is processed using SPSS and Smart-PLS. The results show that the company's green practices, physical service-scape, and price fairness affect consumer behavior control which has a positive influence on consumer behavior intention in green fast-food retail. Another result proved that green knowledge has positive and significant impact on consumer Attitude. The output of this research formed as guidebook about green fast-food retail, focuses on how to build green knowledge, by listing several content strategies that can be used by fast-food practitioners and to build behavioral control by explain several strategies to create plant-based-food and green installation. In hope that this guidebook can be used as a reference for fast-food practitioners when they want to create marketing strategies related to green fast-food retail or further when they want to launch green fast-food retail.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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- Supervisor: Dr. Mohamad Farid Najib, S.E., M.Si.
Co-Supervisor: Nugroho Hardiyanto, S.E., M.Si., Editor: Erlin Arvelina
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File : DIRECTORY - 175264002.pdf
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File : CHAPTER 1 - 175264002.pdf
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File : CHAPTER 2 - 175264002.pdf
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File : CHAPTER 5 - 175264002.pdf
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