Studi Tentang Intensi Membeli Produk Ramah Lingkungan dan Faktor – Faktor yang Mempengaruhinya pada Mahasiswa Unisba

Puni Pinasih Rafianti, Milda Yanuvianti

Abstract


Abstract. Buying environmentally friendly products is an effort to solve the problem of environmental pollution and prevent the accumulation of plastic waste. Based on the concept of Ajzen (2005) in Theory of Planned Behavior, a person's intention to buy environmentally friendly products is determined by three determinants, namely Attitude Toward Behavior, Subjective Norm, and Perceived Behavior Control. This study aims to see the effect of these three determinants on the intention of buying behavior for environmentally friendly products in Unisba students. In this study using a quantitative approach with multiple regression analysis techniques. The sample in the study amounted to 402 people with the sampling technique used was purposive sampling. The measuring instrument used in this study was prepared based on the Theory of Planned Behavior concept proposed by Ajzen by capturing the subject's salient belief first and lowering it into the measuring instrument. The results showed that simultaneously, the three determinants of intention had a significant effect on intention of 62.7% (R ^ 2 = 0.627). Partially, the determinant that gave the most significant influence was Attitude Toward Behavior at 56.7%, followed by Subjective Norm at 56.2% and Perceived Behavior Control at 35.5%

Keywords: Buying Environmentally Friendly Products, Intention, Unisba Students.

Abstrak. Membeli produk ramah lingkungan  merupakan suatu upaya untuk menyelesaikan permasalahan pencemaran lingkungan  dan mencegah penumpukkan sampah plastik. Berdasarkan konsep dari Ajzen (2005) dalam Theory of Planned Behavior, Intensi seseorang membeli produk ramah lingkungan ditentukan oleh tiga determinannya, yaitu Attitude Toward Behavior, Subjective Norm, dan Perceived Behavior Control. Penelitian ini bertujuan untuk melihat pengaruh ketiga determinan tersebut terhadap intensi perilaku membeli produk ramah lingkungan pada mahasiswa Unisba. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis regresi berganda. Sampel dalam penelitian berjumlah 402 orang dengan teknik sampling yang digunakan yaitu purposive sampling. Alat ukur yang digunakan dalam penelitian ini disusun berdasarkan konsep Theory of Planned Behavior yang dikemukakan Ajzen dengan menjaring salient belief subjek terlebih dahulu dan menurunkannya ke dalam alat ukur. Hasil penelitian menunjukkan bahwa secara simultan, ketiga determinan intensi memberikan pengaruh yang signifikan terhadap intensi sebesar 62,7% (. Secara parsial, determinan yang memberikan pengaruh paling signifikan adalah Attitude Toward Behavior sebesar 56,7% , diikuti oleh Subjektif Norm sebesar 56,2% dan Perceived Behavior Controlsebesar 35,5%

Kata Kunci: Membeli Produk Ramah Lingkungan, Intensi, Mahasiswa Unisba.


Keywords


Membeli Produk Ramah Lingkungan, Intensi, Mahasiswa Unisba

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References


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DOI: http://dx.doi.org/10.29313/.v6i2.23173

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