Strategi Meningkatkan Minat Beli Masyarakat Terhadap Produk Hijau Sektor Fast Moving Consumer Goods Melalui Persepsi Nilai, Risiko Dan Tingkat Kepercayaan

Zulfikar, Rizka and Mayvita, Prihatini Ade and Purboyo, Purboyo (2018) Strategi Meningkatkan Minat Beli Masyarakat Terhadap Produk Hijau Sektor Fast Moving Consumer Goods Melalui Persepsi Nilai, Risiko Dan Tingkat Kepercayaan. Universitas Islam Kalimantan MAB Banjarmasin, Banjarmasin. (In Press)

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Abstract

This study aims to investigate and assess the perceived value, risk, level of trust and public purchase intention and then to be use to obtain a marketing strategy to increase public purchase intention towards green products. This study is a survey research using questionnaires as an instrument. Population and sample used in this study is the community of Banjarmasin and taken as many as 150 respondents using non-purposive sampling method. Analysis techniques were used : (1) qualitative descriptive analysis - quantitative and comparative analysis of the average with SPSS software, (2) the relationship modelling between variables and the effect test was analyzed with SEM using Software IBM AMOS version 22, and (3) analysis of the strategies using SWOT matrix . The study found that : (1) the perception of values, perceptions of risk, the level of Banjarmasin’s public trust and interest in purchasing green products is good enough category for the majority of respondents vote; (2) In determining the perceived value Banjarmasin’s public tends to be more considered its functional value indicators than other indicators such as social value, emotional value and economic value. (3) In determining the risk perception of green products, people tend to be more considered time risk indicators than other indicators such as the risk of physical and psychological risks. (4) In determining trust in green products, Banjarmasin’s public tends to be more considered its benefits indicators than other indicators such as trust towards the object, and trust in the attributes. (5) the perception of value and risk perceptions affect the level of public confidence, but does not affect the public purchase intention towards green products (6) The level of trust significantly influence the public purchase intention towards green products (7) The relationship between the public purchase intention towards green products with the value perceived and risk perceived tends to be indirect and moderated by variable levels of trust. (8) Strategies that can be considered by the producers and marketers of green products to increase the public purchase intention are (a) Focused on the segment of society that has been assessed in the medium category (b) Increase public knowledge of the benefits of the product (c) Maintain product quality (c) Enhance product functionality with innovation (e) Provide information on product benefits using information media (f) Pay attention to product distribution channels, (g) adjust production to market needs (h) Manufacturers must give quick respond to public complaints by providing customer service facilities.

Item Type: Other
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Rizka Zulfikar
Date Deposited: 03 Dec 2019 02:37
Last Modified: 03 Dec 2019 02:37
URI: http://eprints.uniska-bjm.ac.id/id/eprint/25

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