Analisis Faktor-Faktor yang Mempengaruhi Niat Membeli Produk Perawatan Kulit/Rambut Organik: Telaah pada Pengguna Produk Skin Dewi di Jabodetabek

Dian Ladestia Panjaitan, Elisabeth (2021) Analisis Faktor-Faktor yang Mempengaruhi Niat Membeli Produk Perawatan Kulit/Rambut Organik: Telaah pada Pengguna Produk Skin Dewi di Jabodetabek. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Indonesia memiliki pasar kosmetik yang sangat menjanjikan karena diprediksi masuk peringkat lima besar pasar kosmetik terbesar di dunia dari periode 2018 - 2021. Skin Dewi merupakan salah satu brand lokal dari industri kecantikan yang merupakan produk skincare organik. Saat ini, masih sedikit brand lokal yang menjual produk perawatan kulit dengan bahan-bahan organik dan natural. Masyarakat juga belum banyak yang menyadari akan merawat kulit wajah. Maka dari itu, peneliti ini mengetahui apakah health consciousness, environmental consciousness, appearance consciousness, attitude toward buying organic skin/hair care products, subjective norms, perceived behavioral control, past experiences with organic products, memiliki pengaruh terhadap intention to buy organic skin/hair care products. Pada penelitian ini, menggunakan metode descriptive research design dimana untuk mengumpulkan data dengan melalui penyebaran kuesioner secara online kepada 369 responden. Data yang telah terkumpul kemudian di olah dengan menggunakan SPSS versi 26 dan software LISREL 8.8 dengan teknik structural equation model (SEM). Hasil penelitian membuktikan bahwa health consciousness dan environmental consciousness terbukti memiliki pengaruh negatif terhadap attitude toward buying organic skin/hair care products, sedangkan appearance consciousness memiliki pengaruh positif terhadap attitude toward buying organic skin/hair care products. Subjective norms terbukti memiliki pengaruh positif terhadap intention to buy organic skin/hair care products, sedangkan perceived behavioral control dan past experiences with organic products terbukti memiliki pengaruh negatif terhadap intention to buy organic skin/hair care products, dan attitude towards buying organic skin/hair care products terbukti memiliki pengaruh positif terhadap intention to buy organic skin/hair care products.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	health consciousness, environmental consciousness, appearance consciousness, attitude toward buying organic skin/hair care products, subjective norms, perceived behavioral control, past experiences with organic products, intention to buy organic skin/hair care products.
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	26 Oct 2021 08:10
Last Modified:	15 May 2023 05:52
URI:	https://kc.umn.ac.id/id/eprint/18323

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