D DETERMINANTS OF PURCHASE INTENTION TENDENCIES OF CAREER WOMEN ON GREEN PRODUCTS
DOI:
https://doi.org/10.31949/entrepreneur.v4i1.3559Abstrak
Kepedulian manusia terhadap kesehatan telah semakin meningkat dan menuntut pelaku bisnis memberikan solusi permasalahan kesehatan melalui pemasaran produk hijau. Jenis kelamin dan pekerjaan merupakan salah faktor demografi yang diduga berpengaruh terhadap pembelian produk hijau. Penelitian ini bertujuan untuk menguji model yang menyajikan pengaruh gaya hidup, produk organik, dan pemasaran media sosial terhadap minat beli produk organic pada wanita karir. Metode penelitian yang digunakan adalah survei. Pendekatan kuantitatif dilakukan dengan model regresi berganda. Kuesioner digunakan untuk pengambilan data sampel konsumen produk hijau di provonsi Jawa Tengah dan Daerah Istimewa Yogyakarta (DIY) pada 252 responden yaitu wanita karir. Skala pengukuran menggunakan skala likert. Analisis data menggunakan alat analisis regresi linier berganda dengan penyebaran kuesioner dilakukan secara online menggunakan google form. Hasil penelitian menegaskan bahwa lifestyle, green product, dan social media marketing merupakan prediktor untuk niat beli pada produk hijau. Hasil penelitian menunjukkan bahwa pemasaran media sosial memiliki pengaruh yang lebih besar terhadap niat beli dibandingkan dengan gaya hidup sehat dan kekuatan produk hijau sendiri. Selain itu, penelitian ini juga membahas implikasi dari temuan dan mengidentifikasi area untuk penelitian masa depan.
Kata Kunci:
gaya hidup, produk hijau, pemasaran sosial media, niat beli, wanita karirUnduhan
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