ANALISIS CORPORATE SOCIAL MARKETING, CONSUMER AWARENESS DAN CONSUMER KNOWLEDGE TERHADAP GREEN CONSUMERISM PADA TRANSMART CARREFOUR BANJARMASIN
Keywords:
Pemasaran Sosial Perusahaan, Kesadaran Konsumen, Pengetahuan Konsumen, Konsumerisme HijauAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh dari Corporate Social Marketing, Consumer Awareness, dan Consumer Knowledge terhadap Green Consumerism pada Transmart Carrefour Banjarmasin. Metode penelitian yang digunakan adalah metode kuantitatif. Teknik pengumpulan data menggunakan kuesioner secara online dan dibagikan kepada 100 orang responden yang menggunakan green bag dari Transmart Carrefour. Teknik analisis yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, uji ketepatan model dan uji hipotesis. Hasil penelitian menunjukkan bahwa ketiga variabel bebas, yaitu Corporate Social Marketing, Consumer Awareness, dan Consumer Knowledge berpengaruh terhadap Green Consumerism pada Transmart Carrefour Banjarmasin. Berdasarkan hasil pengujian menggunakan SPSS, ketiga variabel bebas dinyatakan valid dan reliabel
References
Damayanti, D. A., & Kusumadewi, N. W. (2016). Pengaruh Corporate Social Marketing dan Green Marketing terhadap Green Consumerism Behavior pada Aroma Spa Sanur Denpasar. E-Jurnal Manajemen, 5(11), 6879-6906. Retrieved from https://ojs.unud.ac.id/index.php/Manajemen/article/view/24022
Engel, J., Blackwell, R., & Miniard, P. (2013). Perilaku Konsumen. Karisma Publishing.
Ghozali, I. (2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponegoro.
Handayani, W., & Prayogo, R. A. (2017). Green Consumerism : an Eco-Friendly Behaviour Form Through The. SINERGI : Jurnal Ilmiah Ilmu Manajemen , 7(2).
Henricus, H., & Aron, B. (2015, Desember 21). Transmart Carrefour Promo Tempat Sampah dan Green Bag. Retrieved from detik.com: https://finance.detik.com/berita-ekonomi-bisnis/d-3101226/transmart-carrefour-promo-tempat-sampah-dan-i-green-bag-i
Kotler, P., & Amstrong, G. M. (2012). Principles of Marketing (14 ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. New Jersey:: JohnWiley & Sons, Inc.
Kotler, Philip; Amstrong, Garry M. (2008). Prinsip-Prinsip Pemasaran. Erlangga.
Kotler, Philip; Lee, Nancy R. (2011). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. John Wiley & Sons.
McEachern, M., & Warnaby, G. (2008). Exploring the relationship between consumer knowledge and purchase behaviour of value-based labels. International Journal of Consumer Studies. doi:https://doi.org/10.1111/j.1470-6431.2008.00712.x
Mill, R. (2012). What It Means to Go Green: Reduce, Reuse, Repurpose, and Recycle. Logan: Utah State University.
Mowen, J. C., & Minor, M. (2002). Perilaku Konsumen . Jakarta: Erlangga.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality & Tourism Research, 31(3). doi:https://doi.org/10.1177/10963480072999
Nora, L. (2019). Trust, commitment, and customer knowledge: Clarifying relational commitments and linking them to repurchasing intentions. Management Decision. doi:https://doi.org/10.1108/MD-10-2017-0923
Peter, J. P., & Olson, J. C. (2010). Consumer Behavior & Marketing Strategy. McGraw-Hill Irwin. Retrieved from https://books.google.co.id/books?id=4D1VPgAACAAJ
Puli, M. (2018, January). A Study on Customer Awareness Towards Green Consumerism. International Journal of Creative Research Thoughts (IJCRT), 6(1). Retrieved from https://www.researchgate.net/publication/359134083_A_Study_on_ Customer_awareness_towards_Green_consumerism
Roscoe. (1982). Research Methods For Business. New York: Mc Graw Hill.
Saleky, S. J., & Souisa, W. (2017). Green Life Style Sebagai Mediator Ecoliteracy dan Green Product Knowledge Terhadap Keputusan Pembelian Konsumen di Kota Ambon. SPECTA Journal of Technology, 1(2). doi:https://doi.org/10.35718/specta.v1i2.76
Schiffman, L., & Kanuk, L. L. (2007). Consumer Behavior. Pearson Prentice Hall.
Susilo, D. (2014). Analisis Program Corporate Social Marketing, Pengetahuan Konsumen dan Reputasi Perusahaaan dalam Menciptakan Green Consumerism (Program Tumbler Starbuck on The Go). Jurnal Manajemen Pemasaran. doi:https://doi.org/10.9744/pemasaran.8.1.9-17
Wibowo, B. (2002). Green Consumerism dan Green Marketing: Perkembangan Perilaku Konsumen dan Pendekatan Pemasaran. Usahawan.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Servqual: Jurnal Ilmu Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
This work is licensed under a 