S PEM 1102837 Table of content

(1)

Laras Sylvana Fauziyyah, 2015

PENGARUH GREEN AWARENESS TERHADAP GREEN CONSUMER BEHAVIOR Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

DAFTAR ISI

ABSTRAK ... Error! Bookmark not defined.

ABSTRACT ... Error! Bookmark not defined.

KATA PENGANTAR ... Error! Bookmark not defined.

DAFTAR ISI...Error! Bookmark not defined.i DAFTAR TABEL ... xi DAFTAR GAMBAR ... xiii BAB I PENDAHULUAN ... Error! Bookmark not defined.

1.1 Latar Belakang Masalah ... Error! Bookmark not defined.

1.2 Identifikasi dan Rumusan Masalah... Error! Bookmark not defined.

1.3 Tujuan Penelitian ... Error! Bookmark not defined.

1.4 Kegunaan Penelitian ... Error! Bookmark not defined.

BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN, DAN HIPOTESISError!

Bookmark not defined.

2.1 Kajian Pustaka ... Error! Bookmark not defined.

2.1.1 Green Marketing ... Error! Bookmark not defined.

2.1.2 Integrated Marketing Communication ... Error! Bookmark not defined.

2.1.3 Green Awareness ... Error! Bookmark not defined.

2.1.4 Green Consumer Behavior ... Error! Bookmark not defined.

2.2 Pengaruh Green Awareness Terhadap Green Consumer Behavior ... Error!

Bookmark not defined.

2.3 Penelitian Terdahulu ... Error! Bookmark not defined.

(2)

2.5 Hipotesis ... Error! Bookmark not defined.

BAB III OBJEK DAN METODE PENELITIAN ... Error! Bookmark not defined.

3.1 Objek Penelitian ... Error! Bookmark not defined.

3.2 Metode dan Desain Penelitian ... Error! Bookmark not defined.

3.2.1 Metode Penelitian ... Error! Bookmark not defined.

3.2.2 Desain Penelitian ... Error! Bookmark not defined.

3.3 Operasionalisasi Variabel ... Error! Bookmark not defined.

3.4 Jenis, Sumber, dan Teknik Pengumpulan Data .. Error! Bookmark not defined.

3.4.1 Jenis dan Sumber Data ... Error! Bookmark not defined.

3.4.2 Teknik Pengumpulan Data ... Error! Bookmark not defined.

3.5 Populasi, Sampel, dan Teknik Penarikan SampelError! Bookmark not

defined.

3.5.1 Populasi ... Error! Bookmark not defined.

3.5.2 Sampel ... Error! Bookmark not defined.

3.5.3 Teknik Penarikan Sampel ... Error! Bookmark not defined.

3.6 Uji Instrumen Penelitian ... Error! Bookmark not defined.

3.6.1 Uji Validitas ... Error! Bookmark not defined.

3.6.2 Uji Reliabilitas ... Error! Bookmark not defined.

3.7 Rancangan Analisis Data dan Uji Hipotesis ... Error! Bookmark not defined.

3.7.1 Rancangan Analisis... Error! Bookmark not defined.

3.7.2 Pengujian Persyaratan Analisis Data ... Error! Bookmark not defined.

3.7.3 Analisis Korelasi ... Error! Bookmark not defined.

3.7.4 Analisis Analisis Regresi Berganda ... Error! Bookmark not defined.

3.7.5 Koefisien Determinasi ... Error! Bookmark not defined.

(3)

BAB IV HASIL PENELITIAN DAN PEMBAHASAN ... Error! Bookmark not defined.

4.1 Hasil Penelitian ... Error! Bookmark not defined.

4.1.1 Profil Perusahaan ... Error! Bookmark not defined.

4.1.2 Gambaran Umum Karakteristik RespondenError! Bookmark not defined.

4.1.3 Green Awareness pada Starbucks Coffee Paris Van Java Mall Bandung . 80

4.1.4 Green Consumer Behavior pada Starbucks Coffee Paris Van Java Mall

Bandung ... Error! Bookmark not defined.

4.1.4 Hasil Pengujian Verifikatif ... Error! Bookmark not defined.

4.2 Pembahasan ... Error! Bookmark not defined.

4.2.1 Pembahasan Consumers Environmental Concern Pada Starbucks Coffee

Paris Van Java Mall Bandung ... Error! Bookmark not defined.

4.2.2 Pembahasan Green Product and Price Awareness Pada Starbucks Coffee

Paris Van Java Mall Bandung ... Error! Bookmark not defined.

4.2.3 Pembahasan Brand Image Awareness Pada Starbucks Coffee Paris Van

Java Mall Bandung ... Error! Bookmark not defined.

4.2.4 Pembahasan Green Consumer Behavior Pada Starbucks Coffee Paris Van

Java Mall Bandung ... Error! Bookmark not defined.

4.2.5 Pembahasan Pengaruh Green Awareness Terhadap Green Consumer

Behavior pada Starbucks Coffee Paris Van Java Mall Bandung ... Error!

Bookmark not defined.

4.2.6 Pembahasan Pengaruh Consumers Environmental Concern Terhadap

(4)

4.2.7 Pembahasan Pengaruh Green Product and Price Awareness Terhadap

Green Consumer Behavior ... Error! Bookmark not defined.

4.2.8 Pembahasan Pengaruh Brand Image Awareness Terhadap Green Consumer

Behavior ... Error! Bookmark not defined.

BAB V KESIMPULAN DAN SARAN ... Error! Bookmark not defined.

5.1 Kesimpulan ... Error! Bookmark not defined.

5.2 Saran ... Error! Bookmark not defined.

DAFTAR PUSTAKA ... Error! Bookmark not defined.

DAFTAR LAMPIRAN

LAMPIRAN 2 KUESIONER PENELITIAN

LAMPIRAN 3 OUTPUT UJI VALIDITAS DAN RELIABILITAS LAMPIRAN 4 HASIL OUTPUT SPSS REGRESI BERGANDA LAMPIRAN 5 DATA ORDINAL

LAMPIRAN 6 DATA INTERVAL

(5)

DAFTAR TABEL

Tabel 1.1 Perusahaan Peduli Lingkungan dan Berkonsep Go Green di

Indonesia... 3

Tabel 1.2 Gerai Starbucks Coffee di Bandung ... 5

Tabel 2.1 Penelitian Terdahulu ... 33

Tabel 3.1 Operasionalisasi Variabel ... .44

Tabel 3.2 Hasil Uji Validitas Variabel X (Green Awareness) ... 52

Tabel 3.3 Hasil Uji Validitas Variabel Y (Green Consumer Behavior) ... 53

Tabel 3.4 Hasil Uji Reliabilitas ... 55

Tabel 3.5 Kriteria Bobot Nilai Alternatif ... 57

Tabel 3.6 Rekapitulasi Pengubahan Data ... 57

Tabel 3.7 Pedoman untuk Memberikan Interpretasi Koefisien Korelasi ... 61

Tabel 4.1 Green Awareness Berdasarkan Consumers Environmental Concern ... 82

Tabel 4.2 Green Awareness Berdasarkan Green Product and Price Awareness ... 83

Tabel 4.3 Green Awareness Berdasarkan Brand Image Awareness ... 86

Tabel 4.4 Rekapitulasi Skor Tanggapan Responden Mengenai Green Awareness Starbucks Coffee... 87

Tabel 4.5 Green Consumer Behavior Menurut Purchasing Green Product ... 91

(6)

Tabel 4.7 Green Consumer Behavior Berdasarkan Willingness to Pay More

... 94

Tabel 4.8 Rekapitulasi Skor Tanggapan Responden Mengenai Green Consumer Behavior Starbucks Coffee... 95

Tabel 4.9 Output Korelasi ... 100

Tabel 4.10 Interpretasi Koefisien Korelasi ... 101

Tabel 4.11 Output Korelasi Berganda ... 102

Tabel 4.12 Output Koefisien Regresi ... 104

Tabel 4.13 Nilai Signifikansi Uji F ... 106

(7)

DAFTAR GAMBAR

Gambar 1.1 Indikator Terjadinya Pemanasan Global... 2

Gambar 1.2 Kesadaran Konsumen Mengenai Green Product Starbucks Coffee ... 7

Gambar 1.3 Alasan Konsumen Memilih Produk Starbucks Coffee ... 7

Gambar 2.1 Faktor-Faktor yang Mempengaruhi Tindakan Pemasaran ... 14

Gambar 2.2 Elements in Communication Process ... 18

Gambar 2.3 Responses Hierarchy Models ... 20

Gambar 2.4 Kerangka Pemikiran ... 39

Gambar 2.5 Paradigma Penelitian ... 40

Gambar 3.1 Garis Kontinum Variabel X dan Y ... 59

Gambar 4.1 Karakteristik Responden Berdasarkan Jenis Kelamin ... 74

Gambar 4.2 Karakteristik Responden Berdasarkan Usia ... 75

Gambar 4.3 Karakteristik Responden Berdasarkan Pendidikan Terakhir ... 76

Gambar 4.4 Karakteristik Responden Berdasarkan Jenis Pekerjaan ... 77

Gambar 4.5 Karakteristik Responden Berdasarkan Besar Penghasilan/Uang saku Perbulan ... 78

Gambar 4.6 Karakteristik Responden Berdasarkan Produk yang di Beli ... 79

Gambar 4.7 Karakteristik Responden Berdasarkan Sumber Informasi Produk ...80

Gambar 4.8 Hasil Kontinum Green Awareness Starucks Coffee Paris Van Java Mall Bandung ... 90

Gambar 4.9 Hasil Kontinum Green Consumer Behavior Starucks Coffee Paris Van Java Mall Bandung ... 97