PENGARUH GREEN AWARENESS TERHADAP GREEN CONSUMER BEHAVIOR : survei pada konsumen starbucks coffee paris van java mall Bandung

Fauziyyah, Laras Sylvana (2015) PENGARUH GREEN AWARENESS TERHADAP GREEN CONSUMER BEHAVIOR : survei pada konsumen starbucks coffee paris van java mall Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran mengenai green awareness dan green consumer behavior serta bagaimana pengaruh green awareness terhadap green consumer behavior pada Starbucks Coffee Paris Van Java Mall Bandung. Penelitian ini menggunakan metode deskriptif dan verifikatif. Sampel berjumlah 100 orang yang merupakan konsumen Starbucks Coffee Paris Van Java Mall Bandung. Teknik sampling yang digunakan adalah purposive sampling. Teknik analisis yang digunakan adalah koefisien korelasi pearson product moment dan analisis regresi berganda. Hasil penelitian menunjukan bahwa green awareness konsumen Starbucks Coffee Paris Van Java Mall Bandung berada pada kategori tinggi dan green consumer behavior berada pada kategori tinggi pula. Hasil perhitungan korelasi variabel green awareness memiliki hubungan positif dengan klasifikasi rendah dengan green consumer behavior. Hasil perhitungan analisis regresi berganda diketahui bahwa green consumer behavior dipengaruhi oleh green awareness sebesar 30,8%, sedangkan sisanya sebesar 69,2% dipengaruhi faktor-faktor lain yang tidak diteliti oleh penulis. Untuk meningkatkan green consumer behavior, pihak Starbucks Coffee hendaknya melakukan green campaign dengan frekunsi yang lebih sering, melakukan kegiatan go green dengan jangkauan lebih luas, dan melakukan strategi viral marketing dengan baik. ----------This study aims to describe green awareness and green consumer behavior and influence of green awareness to green consumer behavior of Starbucks Coffee Paris Van Java Mall Bandung. This research uses descriptive and verification methods. Sample of 100 respondents who are consumers of Starbucks Coffee Paris Van Java Mall Bandung. The sampling technique used is purposive sampling. The analysis technique used is the pearson product moment correlation coefficient and multiple regression analysis. Hypothesis testing using t-test to see the effect of partially. The results showed that green awareness of Starbucks Coffee Paris Van Java Mall Bandung is located in the high category and green consumer behavior is located in the high category too. The result of correlation shows that green awareness variable has positive relation with low classification toward green consumer behavior. Calculation results obtained multiple regression analysis, green awareness can effect green consumer behavior variable was 30,8% while the remaining 69,2% of the variable green consumer behavior by other factors not examined. To increase the green consumer behavior Starbucks Coffee should do green campaign with greater frequency, do go green activities with wider range, and do a good viral marketing strategy.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No.Panggil : S PEM FAU p-2015 ; Pembimbing : I. Vanessa Gaffar, II. Chairul Furqon
Uncontrolled Keywords: green awareness, green product, green consumer behavior
Subjects: H Social Sciences > HC Economic History and Conditions
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Tri Agung
Date Deposited: 28 Jul 2016 01:48
Last Modified: 28 Jul 2016 01:48
URI: http://repository.upi.edu/id/eprint/20647

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