Maulany, Soesanty (2015) PENGARUH GREEN PRODUCT TERHADAP NILAI PELANGGAN DAN DAMPAKNYA PADA REPURCHASE INTENTION:(Survey Pada Konsumen Sariayu di Yogya Department Store Jalan Kepatihan Bandung). S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Terjadinya persaingan yang semakin tinggi dalam industri kosmetik di Indonesia ditandai dengan banyaknya produk kosmetik berbagai merek baik lokal maupun kosmetik impor mengakibatkan penurunan penjualan produk PT. Martina Berto Tbk. Hal tersebut mengindikasikan bahwa terjadi masalah perilaku konsumen pada saat memutuskan menggunakan produk. Diperlukan upaya yang harus dilakukan perusahaan untuk dapat meningkatkan serta mempertahankan konsumen yaitu dengan menawarkan diferensiasi produkgreen product. Tujuan penelitian ini yaitu untuk mengetahui pengaruh green product terhadap nilai planggan dan dampaknya pada repurchase intention.Green product berpengaruh terhadap nilai pelanggan, dan nilai pelanggan berpengaruh terhadap repurchase intention. Metode yang digunakan adalah explanatory survey dengan teknik simple random sampling dengan jumlah sampel 175 responden. Teknik analisis data yang digunakan adalah regresi linier sederhana dengan alat bantu software komputer SPSS 16.0. Hasil yang diperoleh penelitian menyatakan bahwa green product memiliki pengaruh sebesar 4,1% terhadap nilai pelanggan, pengaruh nilai pelanggan terhadap repurchase intention sebear 25,1%, sedangkan untuk green product tidak berpengaruh secara langsung terhadap repurchase intention. Kata Kunci : Green Product, Nilai Pelanggan, Repurchase Intention The higher cosmetics industry competition in Indonesia is marked by the numerous variety branded cosmetic products of local and import that affect to the decrease in product sales at PT. Martina Berto Tbk. This indicates there is a problem of consumer behavior when deciding to use the products. it is necessitated an attempt by the company to improve as well maintain the customers by offering differentiation product green product. The purpose of this study is to determine the effects of green product in consumers value and its impacts on repurchase intention. Green product affects on customer value, and customer value affects on repurchase intention. The research used explanatory survey method with simple random sampling technique and the sample of the research was 175 respondents. Data analysis technique used simple linear regression with the tools of computer software SPSS 16.0. The results of the research state that the green product has the effect of 4.1% on the value of the customer, the customer value effect on repurchase intention implanted at 25.1%, while for the green product has no direct influence on repurchase intention. Keywords: Green Product, Customer Value, Repurchase Intention
| Item Type: | Thesis (S2) |
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| Additional Information: | No. Panggil: T_MMB_MAU p-2015; Pembimbing : I. Agus Rahayu |
| Uncontrolled Keywords: | Green Product, Nilai Pelanggan, Repurchase Intention |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Mr. Cahya Mulyana |
| Date Deposited: | 20 Apr 2016 01:11 |
| Last Modified: | 20 Apr 2016 01:11 |
| URI: | http://repository.upi.edu/id/eprint/19966 |
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