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15 August 2022
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18 August 2022
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18 August 2022
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Abstract

Kerusakan lingkungan di Indonesia semakin hari semakin parah hal tersebut dapat mengancam kehidupan manusia dan dapat meningkatkan resiko bencana alam. Ditambah masih banyak masyarakat yang belum menyadari bahwa produk yang mereka gunakan ini dapat berdampak buruk bagi kulit dan lingkungan sekitar. Tujuan dari penelitian ini untuk menguji pengaruh kepedulian lingkungan, sikap, norma subjektif, kontrol perilaku yang diraskan, dan ketersediaan produk pada niat beli dan pembelian produk perawatan kulit ramah lingkungan. Metodologi mencakup pendekatan yang digunakan kuantitatif, teknik sampling, terdapat 302 responden dengan teknik convenience sampling. Dari hasil penelitian ini ditemukan bahwa kepedulian lingkungan, sikap, norma subjektif, kontrol perilaku yang dirasakan, dan ketersediaan produk berpengaruh positif dan signifikan terhadap niat beli produk perawatan kulit ramah lingkungan. Selanjutnya niat beli produk perwarawatan kulit ramah lingkungan berpengaruh positif dan signifikan terhadap pembelian produk perawatan kulit ramah lingkungan. Keterbatasan dari penelitian ini yaitu ketiadaan perwakilan secara sepesifik pada daerah tertentu apakah faktor demografi dan geografi turut berperan dalam pembelian produk. Bagi pelaku bisnis yang hendak menciptakan produk perawatan kulit disarankan untuk melakukan inovasi yaitu menciptakan produk perawatan kulit yang ramah lingkungan dan juga meakukan pemasaran serta mengedukasi konsumen dan meningkatkan ketersediaan produk. Untuk penelitian berikutnya sebaiknya spesifik mengangkat fenomena niat beli terhadap pembelian produk yang terfokus pada salah satu brand produk.

Keywords

kepedulian lingkungan norma subjektif kontrol perilaku yang dirasakan ketersediaan produk niat beli pembelian produk

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Nadiya, A. F., & Ishak, A. (2022). Analisis Niat Beli dan Perilaku Konsumen terhadap Produk Perawatan Kulit Ramah Lingkungan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 186–204. Retrieved from https://journal.uii.ac.id/selma/article/view/25155
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