Model Meningkatkan Niat Pembelian Konsumen pada Produk Ramah Lingkungan
Date
2014-08Metadata
Show full item recordAbstract
The research plan aims to 1) Make a description of the public perception of the value, risks, and
rate their confidence in eco-friendly products and 2) Establish a green marketing model by considering
the
environmental
friendliness
of
the
product,
the
perception
of
the
value
of
the
products,
and
the
risk
of
the
product
to
improve
customer
purchase
intention
towards
green
products
survey
method
with
a
questionnaire
instrument
is used to collect the data. Samples were taken by using
purposive sampling method, i.e. directly to communities living in Yogyakarta, Solo, Semarang;
they have experience and are willing to buy green products as sample. Selected samples also consider
the balance of their personal characteristics such as age, gender, education, and employment.
This study used structural equation modeling (SEM) to verify the research model and hypotheses
using
AMOS
to
obtain
empirical
results.
SEM
analysis
in
this
study
examines
two
levels:
measurement
models
and
structural
models.