Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
Factors Affecting Indonesian Young Women Intention to Buy Local Brand Organic Personal Care Product
Skripsi, 011 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:25:44
Oleh : Ghinaa Aliyyah Tazkia Jauhari - 175264010 (ghinaa.aliyyah.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Green Purchase Interest, Consumer Attitude, Green Product Trust, Organic Personal Care Product
Growing public knowledge about health and environmental issues has raised attention to healthier habits and lifestyles. This has led to changes in the preferences of consumers, who want more environmentally friendly products, one of which is the choice of personal care products. Although it is expected to become an unavoidable trend, there are still barriers from young consumers to buy green or organic products. Therefore, this study aims to determine the attitudes and factors that influence Indonesian women's interest in buying organic personal care products. The questionnaire was distributed online by collecting 446 young women in Indonesian respondents who had purchased and used organic personal care products. The data from this study were processed using SPSS and SmartPLS application to test models and hypotheses. Research results show that Indonesian women have a positive attitude towards organic personal care products. In general, attitudes towards organic products, green trust, health knowledge and construction of subjective norms has a positive influence in purchasing organic personal care products. In addition, the perceived behavior control and environmental knowledge failed to have a positive impact on green purchasing intentions. This research is expected to provide benefits for local companies to understand the environmentally friendly buying behavior of young Indonesian consumers, so that it can help local companies to make better marketing strategies. Keywords: Green Purchase Interest, Consumer Attitude, Green Product Trust, Organic Personal Care Product.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-02 12:25:44
Oleh : Ghinaa Aliyyah Tazkia Jauhari - 175264010 (ghinaa.aliyyah.mpem417@polban.ac.id)
Dibuat : 2023-01-02, dengan 4 file
Keyword : Green Purchase Interest, Consumer Attitude, Green Product Trust, Organic Personal Care Product
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Deskripsi Alternatif :Growing public knowledge about health and environmental issues has raised attention to healthier habits and lifestyles. This has led to changes in the preferences of consumers, who want more environmentally friendly products, one of which is the choice of personal care products. Although it is expected to become an unavoidable trend, there are still barriers from young consumers to buy green or organic products. Therefore, this study aims to determine the attitudes and factors that influence Indonesian women's interest in buying organic personal care products. The questionnaire was distributed online by collecting 446 young women in Indonesian respondents who had purchased and used organic personal care products. The data from this study were processed using SPSS and SmartPLS application to test models and hypotheses. Research results show that Indonesian women have a positive attitude towards organic personal care products. In general, attitudes towards organic products, green trust, health knowledge and construction of subjective norms has a positive influence in purchasing organic personal care products. In addition, the perceived behavior control and environmental knowledge failed to have a positive impact on green purchasing intentions. This research is expected to provide benefits for local companies to understand the environmentally friendly buying behavior of young Indonesian consumers, so that it can help local companies to make better marketing strategies. Keywords: Green Purchase Interest, Consumer Attitude, Green Product Trust, Organic Personal Care Product.
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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: Adila Sosianika S.E., MAIMM.
Co-Supervisor: Nugroho Hardiyanto, S.E., M.Si., Editor: Erlin Arvelina
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File : DIRECTORY - 175264010.pdf
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File : CHAPTER 2 - 175264010.pdf
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File : CHAPTER 5 - 175264010.pdf
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