Analisis Faktor-faktor yang Mempengaruhi Perilaku Pembelian Produk Kosmetik Ramah Lingkungan

Martha Martha, Mohamad Trio Febriyantoro

Sari


Permasalahan lingkungan hidup dan lingkungan sosial semakin kompleks, beberapa dampak yang ditimbulkan dari kerusakan lingkungan yaitu pemanasan global dan penipisan lapisan ozon, manusia bertanggung jawwab penuh atas kerusakan lingkungan tersebut, pentingnya peranan dari dunia bisnis untuk membentuk pola konsumsi masyarakat saat ini, penggunaan kosmetik ramah lingkungan disinyalir dapat mengurangi kerusakan lingkungan yang akan berdampak bagi lingkungan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi perilaku pembelian produk kosmetik ramah lingkungan di Batam. Penelitian ini dilakukan pada konsumen Batam yang merupakan pengguna produk kosmetik ramah lingkungan. Metode pengambilan sampel yang digunakan adalah purposive sampling. Sebanyak 132 kuesioner yang dapat digunakan dianalisis dalam empat hipotesis dengan menggunakan Statistical Package for Social Science Software versi 25. Dari hasil penelitian tersebut ditemukan bahwa kesediaan untuk membayar lebih pada produk ramah lingkungan merupakan faktor dominan yang mendorong perilaku konsumen dalam membeli produk kosmetik ramah lingkungan. Sedangkan rasa kepedulian terhadap lingkungan, norma pribadi dan nilai yang dirasakan tidak berpengaruh signifikan terhadap perilaku pembelian produk kosmetik ramah lingkungan.


Kata Kunci


Kepedulian Lingkungan, Bersedia Membayar lebih, Perilaku Pembelian Hijau, Kosmetik Ramah Lingkungan.

Teks Lengkap:

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Referensi


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DOI: https://doi.org/10.31311/jeco.v3i2.6117

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