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"ABSTRAKPemasan Global yang terjadi belakangan ini menyebabkan masyarakat semakin peduli terhadap lingkungan. Salah satu perusahaan yang menerapkan prinsip ramah lingkungan (green marketing) dalam bisnis mereka adalah Apple. Oleh sebub itu, karya akhir ini ingin mengctahui apakah terdapat keterkaitan antara penerapan green marketing dalam mempengaruhi keinginan membeli konsumen terhadap produk Apple. Penelitian ini menggunakan metode exploratory research dan descriptive research, dengan jumlah responden sebanyak 120 responden, dimana responden-responden tersebut merupakan mahasiswa pengguna atau pemilik produk Apple di Jakarta. Metode pengumpulan data menggunakan instrument kuesioner. Analisa yang dilakukan dalam penelitian karya akhir ini antara lain: analisa deskriptif, validitas dan reliabilitas, korelasi, dan analisis regresi. Variabel-variabel yang digunakan dalam penelitian ini menggunakan pendekatan Hierarchy of Effects Model. Pendekatan ini digunakan untuk melihat apakah pesan green marketing yang digunakan oleh Apple sudah mampu mempengaruhi keinginan membeli konsumen. Dari analisis yang dilakukan dalam penelitian karya akhir ini didapatkan bahwa terdapat pengaruh dari penerapan green marketing Apple dengan keinginan membeli konsumen. Namun, besarnya keterkaitan dan korelasi dari tiap~liap berbeda. Terdapat kecenderungan bahwa semakin dekat variabel tahapan efek komunikasi terhadap variabel keinginan mcmbeli maka keterkaitan dan korelasinya semakin kuat.

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ABSTRACT

Global warning makes people more concern about the environment. Apple is one of the company who implement green marketing in their business. Hence, the purpose of this final thesis is to analize whether there is a connection and correlation of the implementation of green marketing by Apple and consumer?s purchase intention. For the research, this thesis used exploratory research and descriptive research, with an amount of 120 respondents, which are the student of the university in Jakarta who use or possess Apple product. Data were collected by using questionnaires and the datas were analyzed by using the descriptive analysis, validity and reliability, correlation, and regression analysis. this research uses the variable of Hierarchy of Effects Model in order to analyze whether Apple?s message or campaign has an impact in consumer?s purchase intention. From the analysis it was obtained that there?s a connection and correlation between the implementation of green marketing and consumer?s purchase intention. However, the power of connection and correlation in the variables are varies."

"Skripsi ini membahas mengenai pengaruh green marketing terhadap minat beli konsumen pada Cluster Whelford di kawasan Bumi Serpong Damai. Penelitian ini juga bertujuan untuk melihat dimensi yang paling berpengaruh dari green marketing terhadap minat beli konsumen. Dimensi-dimensi yang terdapat dalam green marketing adalah green product, green price dan green promotion. Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 100 responden yang berdomisili di DKI Jakarta berumur 30 tahun ? 55 tahun. Hasil penelitian ini membuktikan bahwa green marketing mempunyai pengaruh terhadap minat beli sebesar 25.4% dan 74.6% lainnya dipengaruhi oleh faktor lainnya. Pada penelitian ini juga terlihat bahwa dimensi dari variabel green marketing yang memiliki pengaruh terbesar terhadap minat beli adalah green product.

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This research discusses the influence of green marketing towards consumer buying intention on Cluster Whelford in Bumi Serpong Damai. This research also aims to look at the most influential dimensions of green marketing to consumers buying intention. The dimensions in green marketing consist of green product, green promotion and green price. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta from 30 years to 55 years old. The results of this study prove that green marketing has an influence on buying intention at 25.4% and 74.6% are influenced by other factors. This research also shows that dimension of green marketing variables that have the greatest influence on the purchase intention is a green product."

"Skripsi ini membahas mengenai pengaruh green marketing terhadap green purchase behavior pada konsumen Fore Coffee di Jakarta. Penelitian ini juga bertujuan untuk melihat dimensi yang paling berpengaruh dari green marketing terhadap green purchase behavior. Dimensi-dimensi yang terdapat dalam green marketing adalah eco-brand, eco-label, dan environmental advertisement. Penelitian ini menggunakan metode kuantitatif dan Teknik pengambilan sampel purposive. Pada penelitian ini sampel yng diambil sebanyak 100 responden yang berdomisili di Jakarta, pernah membeli Fore Coffee, dan mengetahui Fore Coffee sebagai produk yang ramah lingkungan. Hasil dari penelitian ini membuktikan bahwa green marketing mempunyai pengaruh terhadap green purchase behavior sebesar 58.1% dan 41,9% lainnya dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Pada penelitian ini juga terlihat bahwa dimensi dari variabel green marketing yang memiliki pengaruh terbesar terhadap green purchase behavior adalah environmental advertisement.This research discusses the influence of green marketing on green purchase behavior. This research also aims to look at the most influential dimensions of green marketing to consumers buying intention. The dimensions in green marketing consist of eco-brand, eco-label, and environmental advertisement. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta and consumer of Fore Coffee. The results of this study prove that green marketing has an influence on green purchase behavior at 58.1% and 41.9 % are influenced by other factors. This research also shows that dimension of green marketing variables that have the greatest influence on the green purchase behavior is environmental advertisement."

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Munculnya kesadaran akan permasalahan lingkungan memicu dunia industri untuk menghadirkan konsep pemasaran yang mengedepankan isu lingkungan (green marketing). Dalam green marketing terdapat alat-alat yang digunakan untuk meningkatkan pengetahuan konsumen tentang produk ramah lingkungan. Green marketing tools terdiri dari eco-brand, eco-label dan environmental advertisement. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing tools terhadap purchase intention pada millennial dalam pembelian produk AQUA Life di Jakarta. Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 100 responden yang berdomisili di Jakarta, termasuk ke dalam generasi millennial (23-38 tahun) pada 2019 dan mengetahui produk AQUA Life. Hasil penelitian ini menunjukkan bahwa green marketing tools berpengaruh terhadap purchase intention. Pada penelitian ini juga terlihat bahwa dimensi dari variable green marketing tools yang memiliki pengaruh terbesar terhadap purchase intention adalah environmental advertisement.

 

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The emergence of environmental problems triggers the industry to bring about the concept of marketing that emphasizes environmental issues (green marketing). In green marketing there are tools that are used to increase consumer knowledge of environmentally friendly products. Green marketing tools consist of eco-brand, eco-label and environmental advertisement. This research aims to analyze the influence of green marketing tools towards purchase intention on millennials in the purchase of AQUA Life products in Jakarta. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta, millennials (23 to 38 years old in 2019) and know about AQUA Life. The results of this research prove that green marketing tools has an influence on purchase intention. This research also shows that dimensions of green marketing tools variable that have the greatest influence on the purchase intention is a environmental advertisement.

 

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"Pemasaran hijau merupakan strategi pemasaran dengan pendekatan ramah lingkungan terhadap segala aspek kegiatan bisnis. Pertumbuhan eksponensial strategi pemasaran ini didasari oleh perubahan perilaku konsumsi masyarakat yang beralih untuk menonsumsi produk ramah lingkungan. Sejauh Mata Memandang merupakan bisnis fesyen lokal yang telah menerapkan konsep pemasaran ini sejak pertama berdiri. Proses produksi dan kegiatan bisnis mereka secara keseluruhan membawa agenda pelestarian lingkungan. Penelitian ini dilakukan untuk mengetahui apakah strategi green marketing dapat berpengaruh terhadap niat pembelian konsumen. Dengan menggunakan pendekatan kuantitatif, survei disebarkan kepada 153 responden yang mengetahui pemasaran hijau Sejauh Mata Memandang. Hasil penelitian menunjukkan bahwa penerapan pemasaran hijau oleh Sejauh Mata Memandang terbukti berpengaruh secara positif terhadap niat pembelian konsumen.

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Green marketing is a marketing strategy with an environmentally friendly approach to all aspects of business activities. The exponential growth of this marketing strategy is based on shift on people’s consumption behaviour who choose to consume environmentally friendly products. Sejauh Mata Memandang is a local fashion business that has implemented this marketing concept since its establishment. Their production processes and business activities as a whole carry an environmental preservation agenda. This study was conducted to determine whether the green marketing strategy can affect consumer purchase intentions. Using a quantitative approach, the survey was distributed to 153 respondents who know green marketing by Sejauh Mata Memandang. The result of the study indicates that the application of green marketing by Sejauh Mata Memandang is proven to have a positive effect on consumers' purchase intentions."

"Penelitian ini menguji pengaruh empat variabel, yaitu ekolabel, dimensi produk, persepsi terhadap green compliance perusahaan, dan pengalaman masa lalu dalam membentuk persepsi konsumen terhadap kosmetik ramah lingkungan. Data primer didapatkan melalui penyebaran kuesioner dan diolah menggunakan multiple regression. Objek penelitian ini adalah The Body Shop. Sebanyak 155 responden bersedia melengkapi kuesioner, namun hanya 126 kuesioner yang memenuhi syarat untuk diolah. Hasil dari penelitian ini menunjukkan bahwa konsumen hanya mempertimbangkan persepsi terhadap green compliance perusahaan, dan pengalaman masa lalu dalam membentuk persepsi terhadap kosmetik ramah lingkungan. Konsumen mempertimbangkan pengalamannya dalam menggunakan kosmetik hijau dan persepssinya terhadap upaya perusahaan dalam melindungi lingkungan dalam membentu persepsi atas kosmetik hijau.

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This study investigate five independent variables involved in the green cosmetics perception formation, namely, corporate perception, product dimension, ecolabel, and past experience. This study use Multiple Regression to analyse the data obtained by survey. There are 155 respondents that willing to participate, but only 126 respondents are qualified. The result of this study is past experience and corporate perception are the only two variabels that has significant effect to form green cosmetics perception. Consumer rely on their experience on using green cosmetics and their perception regarding corporate activity on environmental protection to form perception about green cosmetics."

"Masyarakat di Indonesia secara umum masih bergantung pada kendaraan yang menggunakan bahan bakar fosil yang dimana menjadi penyumbang polusi terhadap lingkungan. Sehingga kebijakan pemasaran melalui green marketing harus tercermin dalam pengembangan produk, pengemasan, dan promosi yang berorientasi pada pelestarian alam untuk munculkan green purchase intention. Penelitian ini bertujuan untuk menganalisa implementasi green marketing, green brand knowledge, dan attitude towards green product pada mobil listrik Hyundai untuk melihat pengaruhnya terhadap green purchase intention sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif, berjenis eksplanatif melalui penyebaran kuesioner kepada 105 responden yang merupakan pengguna kendaraan mobil berbahan bakar minyak bumi di Jabodetabek menggunakan teknik non probability sampling yakni purposive. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara green marketing, green brand knowledge, dan attitude towards green product pada green purchase intention mobil listrik Hyundai

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General public in Indonesia still depend on vehicles that use fossil fuels which are contributors to environmental pollution. Marketing policies through green marketing must be reflected in product development, packaging, and promotions that are oriented towards nature conservation to create green purchase intentions. This study aims to analyse the implementation of green marketing, green brand knowledge, and attitude towards green products on Hyundai electric cars to see its effect on green purchase intention as the dependent variable. This study uses a quantitative approach, explanatory, by distributing questionnaires to 105 respondents who are users of petroleum-fired cars in Jabodetabek using a purposive non-probability sampling technique. The results of the study show that there is a positive influence between green marketing, green brand knowledge, and attitude towards green products on the green purchase intention of Hyundai electric cars."

"[Kerusakan pada lingkungan memancing kekhawatiran dunia dan menjadi titik tolak munculnya green consumerism yang dimulai dengan kesadaran konsumen akan hak-haknya untuk memperoleh produk yang layak, aman, dan ramah lingkungan. Hal tersebut memicu perusahaan untuk melakukan inovasi terhadap produk yang dihasilkannya dan melakukan pemasaran terhadap produk tersebut dengan menggunakan strategi green marketing. Penelitian ini bertujuan untuk mengetahui pengaruh dari green marketing dan perceived innovation terhadap intensi membeli green product dengan mengangkat lampu LED Panasonic. Dengan adanya perceived factors sebagai variabel mediator antara green marketing dan perceived innovation terhadap intensi membeli, yaitu perceived quality, perceived price, perceived risk, dan perceived value, penelitian ini menemukan bahwa perceived innovation memiliki pengaruh negatif yang signifikan terhadap perceived risk dan perceived risk secara signifikan berpengaruh negatif terhadap intensi membeli green product. Hasil lainnya menunjukkan green marketing awareness memiliki pengaruh negatif terhadap perceived quality, sedangkan perceived innovation memiliki pengaruh positif yang signifikan terhadap perceived quality.

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The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer's realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality., The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer?s realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality.]"

"The purpose-driven strategy telah menjadi salah satu keunggulan kompetitif yang digunakan oleh bisnis untuk menarik pasar. Meningkatnya minat terhadap produk yang berkelanjutan dan ramah lingkungan terlihat dalam perilaku konsumen, menunjukkan kesadaran mereka yang semakin meningkat terhadap fenomena terkini. Studi saat ini meneliti pengaruh green marketing awareness, perceived innovation, dan perceived price terhadap niat beli pelanggan dengan mempertimbangkan perceived value dari produk sebagai mediator di industri peralatan rumah tangga. Hipotesis yang diajukan diuji dengan menggunakan pendekatan structural equation modeling (PLS-SEM) terhadap total 282 responden yang dikumpulkan menggunakan teknik purposive sampling dan convenience sampling. Temuan menunjukkan bahwa green marketing awareness dan perceived innovation memiliki hubungan positif dengan niat beli konsumen melalui nilai yang dirasakan. Namun, hasilnya juga menyiratkan bahwa persepsi konsumen tentang harga produk peralatan rumah tangga hijau tidak memiliki hubungan dengan niat beli konsumen. Studi ini menawarkan wawasan praktis bisnis dalam mengembangkan strategi pemasaran hijau sebagai langkah strategis.

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The purpose-driven strategy has become one of the competitive advantages employed by businesses to attract the market. The increasing interest in sustainability and eco-friendly products is perceptible in the behavior of consumers, indicating their growing awareness of recent phenomena. The current study examined the effect of green marketing awareness, perceived innovation, and perceived price towards customer's purchase intention by considering consumers' perceived value of a product as the mediator in the home appliances industry. The proposed hypothesis was tested using the structural equation modelling (PLS-SEM) approach on a total of 282 respondents who were collected using both purposive and convenience sampling techniques. The findings indicated that the green marketing awareness and perceived innovation have a positive relationship with consumers purchase intention through perceived value. However, the result also implies that consumer's perception of green home appliances products' pricing has no relation to consumers purchase intention. This study offers businesses practical insights in developing a green marketing strategy as a strategic move."

"Indonesia merupakan salah satu negara dengan tingkat pertumbuhan ekonomi yang cukup pesat dan berdampak pada peningkatan kebutuhan masyarakat akan produk-produk peralatan elektronik home appliances. Namun, penggunaan produk-produk home appliance ini juga berdampak pada lingkungan. Oleh karena itu, produsen, regulator, dan marketers membutuhkan pemahaman untuk bagaimana konsumen yang sadar lingkungan di Indonesia dalam melakukan pembelian.Studi ini dimaksudkan untuk mengembangkan kerangka kerja dari extended Theory of Planned Behavior (TPB) untuk mengeksplorasi parameter-parameter independen seperti eco-innovation, green product, environmental concern, environmental knowledge, green perceived value, green perceived risk beserta parameter mediasi greent trust dan consumer attitude yang mempengaruhi green purchase intentions dari konsumen untuk membeli produk elektronik home appliances di Indonesia.Penelitian menggunakan studi empiris dengan metode kuantitatif melalui survei kuesioner kepada 280 responden untuk memverifikasi hipotesis dan mengeksplorasi implikasi pada implikasi praktisnya pada perusahaan. Structural Equation Modeling (SEM) diterapkan untuk memverifikasi kerangka penelitian.Beberapa kesimpulan penting yang didapat diantaranya bahwa beberapa variabel, seperti environmental concern, eco-innovation, dan green perceived value, memiliki hipotesis yang berbeda dari asumsi awal yang didapat pada referensi penelitian sebelumnya. Selain itu, attitude sebagai variabel mediasi memiliki pengaruh yang lebih dominan daripada green trust terhadap purchase intentions dari green home appliances.

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Indonesia is experiencing significant economic growth, increasing consumer demand for home appliances but it has impact to the environment. Thus manufacturers, regulators, and marketers need a valuable insight into in understanding how to effectively target environmentally conscious consumers in Indonesia.

This study aims to establish a comprehensive framework utilizing the Extended Theory of Planned Behavior (TPB) to assess the determinants influencing Indonesian consumers' purchase intentions toward environmentally friendly home appliance products in Indonesia. The research analyzes the impact of eco-innovation, green products, environmental concerns, knowledge, and perceived value and risks associated with green products.

This study adopts an empirical research design and gathers data using a quantitative methodology via survey questionnaires from 280 respondents. The robustness of the research is further enhanced by the use of structural Equation Modeling (SEM) to validate the proposed research framework and test various hypotheses concerning the relationships between the identified factors and green purchase intentions.

This section will summarize the key results of the research, such as the most significant determinants of purchase intentions and the strength of the mediating effects between green trust and consumer attitude. This indicates that several variables, such as environmental concern, eco-innovation, and green perceived value, have contrasting results from preliminary assumptions based on references. Also, attitude is important as a mediating variable rather than green trust to influence consumer purchase intentions towards green home appliance products."