| dc.contributor.author | KIKUCHI, KARIN | |
| dc.date.accessioned | 2022-01-20T03:53:49Z | |
| dc.date.available | 2022-01-20T03:53:49Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4259 | |
| dc.description | The world public awareness on important environmental conservation in
these last recent few decades has been increased very rapidly. This thing occurs
because of the increase of public awareness on disaster that can be caused by human
neglect in taking care of the environment. This thing causes the change pattern of
people's consumption towards sustainable goods and service. In addition, since the
Covid-19 pandemic occurs, people more concern about cleanliness, environmental
sustainability and healthy lifestyle, so that people are more aware and interested in
friendly environment product and service. As entrepreneurs, it is very important to
be able to follow the change and fulfill consumers’ desire, therefore many
companies start implementing green marketing as the form of marketing strategy
as well as the form of company responsibility towards the environment.
This research is done to find out the effect of green promotion, green
packaging and green price on purchase decision of green products during Covid-19
pandemic. This research uses non-probability sampling technique, that is, purposive
sampling with the total sample of 169 women. Data collection technique in this
research is done by distributing online research instruments through google form
and data that is obtained is processed using SPSS and Multiple Linear Regression
Analysis. This result indicates that green promotion, green packaging and green
price are able to give positive and significant effect on purchase decision of green
products during Covid-19 pandemic. | en_US |
| dc.description.abstract | Kesadaran masyarakat dunia terhadap pentingnya pelestarian lingkungan
dalam beberapa dekade terakhir ini mengalami peningkatan yang amat pesat. Hal
ini terjadi karena meningkatnya kesadaran masyarakat akan bencana yang dapat
ditimbulkan dari kelalaian manusia dalam menjaga lingkungan. Hal tersebut
mengakibatkan perubahan pola konsumsi masyarakat menuju barang dan jasa yang
sustainable. Ditambah lagi semenjak terjadinya pandemi Covid-19, masyarakat
makin peduli akan kebersihan, kelestarian lingkungan serta gaya hidup yang sehat,
sehingga masyarakat menjadi lebih sadar dan tertarik akan produk dan jasa yang
bersifat ramah lingkungan. Sebagai pelaku usaha sangat penting untuk dapat
mengikuti perubahan dan memenuhi keinginan konsumen, maka dari itu mulai
banyak perusahaan yang mulai menerapkan green marketing sebagai bentuk
strategi marketing sekaligus bentuk tanggung jawab perusahaan terhadap
lingkungan.
Penelitian ini dilakukan untuk mengetahui pengaruh dari green promotion,
green packaging dan green price terhadap keputusan pembelian green product
selama masa pandemi Covid-19. Penelitian ini menggunakan teknik pengambilan
non probability sampling yaitu purposive sampling dengan jumlah sampel 169
orang wanita. Teknik pengumpulan data pada penelitian ini dilakukan dengan
menyebarkan instrumen penelitian secara online melalui google form dan data yang
didapatkan diolah menggunakan SPSS dan Analisis Regresi Linear Berganda. Hasil
tersebut menunjukkan bahwa green promotion, green packaging dan green price
mampu memberikan pengaruh yang positif dan signifikan terhadap keputusan
pembelian green product selama masa pandemi Covid-19. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | green promotion | en_US |
| dc.subject | green packaging | en_US |
| dc.subject | green price | en_US |
| dc.title | PENGARUH GREEN PROMOTION, GREEN PACKAGING DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN GREEN PRODUCT SELAMA MASA PANDEMI COVID-19 | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0722087602 | |
| dc.identifier.nidn | 0714039202 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117265 | |
| dc.identifier.dosenpembimbing | DAMELINA BASAULI TAMBUNAN | |
| dc.identifier.dosenpembimbing | YOSEVA MARIA PUJIRAHAYU SUMAJI S.E.,M.M.,M.B.A. | |
