PENGARUH GREEN MARKETING, KESADARAN LINGKUNGAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN ECOBAG (STUDI KASUS PEMBELIAN ECOBAG DI INDOMARET KOTA SURABAYA)

Azzahra, Nabilah Rosa (2025) PENGARUH GREEN MARKETING, KESADARAN LINGKUNGAN, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN ECOBAG (STUDI KASUS PEMBELIAN ECOBAG DI INDOMARET KOTA SURABAYA). Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (COVER) cover.pdf Download (825kB)
	Text (BAB I) BAB I.pdf Download (679kB)
	Text (BAB II) BAB II.pdf Restricted to Repository staff only until 13 July 2027. Download (446kB)
	Text (BAB III) BAB III.pdf Restricted to Repository staff only until 13 July 2027. Download (574kB)
	Text (BAB IV) BAB IV.,.pdf Restricted to Repository staff only until 13 July 2027. Download (682kB)
	Text (BAB V) BAB V.pdf Download (159kB)
	Text (DAFTAR PUSTAKA) DAFTAR PUSTAKA.pdf Download (463kB)
	Text (LAMPIRAN) LAMPIRAN.pdf Restricted to Repository staff only Download (1MB)

Abstract

The phenomenon of the increasing amount of unmanaged plastic waste has become a serious threat to the environment, including in the city of Surabaya. The Surabaya City Government has implemented various policies to reduce the use of single-use plastics, which encourage the use of eco-friendly shopping bags (ecobags) in retail centers, including Indomaret. However, the effectiveness of this policy still faces challenges, such as complaints about the high price of ecobags and the consumer habit of forgetting to bring their own shopping bags. Therefore, this study aims to analyze the influence of green marketing, environmental awareness, and price perception on the purchase decision of ecobags at Indomaret in Surabaya. This study employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to 105 respondents who are Indomaret consumers in Surabaya and have purchased ecobags. The data analysis technique used is PLS-SEM, with a non-probability sampling method through purposive sampling and the assistance of SmartPLS 4 software. Based on the results of the study, it can be concluded that: (1) Green marketing has a positive but not significant effect on purchase decisions. (2) Environmental awareness and price perception have a positive and significant effect on purchase decisions.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Fitriyah, Zumrotul	NIDN : 0718128001	Zumrotulfitriyah.mnj@upnjatim.ac.id
Thesis advisor	Sholihah, Dewi Deniaty	NIDN : 0022029108	dewi_deniaty.mnj@upnjatim.ac.id

Subjects:

H Social Sciences > HB Economic Theory

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Nabilah Rosa Azzahra

Date Deposited:

15 Jul 2025 02:55

Last Modified:

15 Jul 2025 02:55

URI:

https://repository.upnjatim.ac.id/id/eprint/39471