FAKTOR YANG MEMENGARUHI NIAT BELI PRODUK RAMAH LINGKUNGAN (Survei pada Konsumen Sedotan Stainless Steel di Jakarta)

Adelia, 2019; Faktor Yang Memengaruhi Niat Beli Produk Ramah (Survei pada Konsumen Sedotan Stainless Steel di Jakarta). Skripsi, Jakarta: Konsentrasi Manajemen Pemasaran, Program Studi S1 Manajemen, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Setyo Ferry Wibowo, S.E., M.Si. & Ika Febrilia, S.E,M.M. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh consumer innovativeness, attitude toward behavior, subjective norm dan perceived behavioral control terhadap purchase intention. Serta pengaruh consumer innovativeness terhadap attitude toward behavior dan subjective norm. Metode pengumpulan data menggunakan metode survey berupa kuesioner melalui google form. Responden dalam penelitian ini ialah generasi milenial (17-36 tahun), berdomisili di DKI Jakarta, dan sedang mempertimbangkan untuk membeli produk ramah lingkungan, dengan sampel berjumlah 200. Teknis analisis data menggunakan AMOS versi 21 dan SPSS versi 24 untuk mengolah dan menganalisis data hasil penelitian. Hasil penelitian menunjukkan variabel consumer innovativeness, attitude toward behavior, subjective norm dan perceived behavioral control berpengaruh secara positif dan signifikan terhadap purchase intention. Serta variabel consumer innovativeness berpengaruh secara positif dan signifikan terhadap attitude toward behavior dan subjective norm. Kata kunci: Inovasi Konsumen, Sikap Terhadap Perilaki, Norma Subjektif, Kontrol Perilaku Yang dirasakan, Niat Beli. Adelia, 2019; Factors Affecting Green Purchase Intention (Survey of Consumer Stainless Steel Straws in Jakarta). Thesis, Jakarta: Concentration in Marketing Management, S1 Management Study Program, Faculty of Economics, Jakarta State University. Advisory Team: Setyo Ferry Wibowo, SE.,M.Si.& Ika Febrilia, SE,M.M. The purpose of this study was to determine the effect of consumer innovativeness, attitude toward behavior, subjective norm and perceived behavioral control on purchase intention. And the influence of consumer innovativeness on attitude toward behavior and subjective norm. The data collection method uses a survey method in the form of a questionnaire via Google Form. Respondents in this study are millennials (17-36 years), domiciled in DKI Jakarta, and are considering buying environmentally friendly products, with a sample of 200. Technical data analysis uses AMOS version 21 and SPSS version 24 to process and analyze the results data research. The results showed that consumer innovativeness, attitude toward behavior, subjective norm and perceived behavioral control variables positively and significantly affect purchase intention. And consumer innovation variables have a positive and significant effect on attitude toward behavior and subjective norm. Keywords: Consumer Innovaativenss, Attitudes Towards Behavior, Subjective Norms, Perceived Behavioral Control, Purchase Intentio