ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN")
The number of green advertising has been increasing recently accompanied by the increasing number of environmental problems faced. This research aims to determine the influence of environmental concern, buying behavior, and conservation behavior on skepticism toward green advertising. In addition, t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM
2017-01-01
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| Series: | Journal of Management and Business Review |
| Subjects: | |
| Online Access: | https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/32 |
| _version_ | 1797963224992186368 |
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| author | Fenny Fathiyah Zakaria Wahab |
| author_facet | Fenny Fathiyah Zakaria Wahab |
| author_sort | Fenny Fathiyah |
| collection | DOAJ |
| description | The number of green advertising has been increasing recently accompanied by the increasing number of environmental problems faced. This research aims to determine the influence of environmental concern, buying behavior, and conservation behavior on skepticism toward green advertising. In addition, this research aims to determine whether customer’s demographic characteristics (age, gender, and education level) moderate the relationship between factors affecting skepticism toward green advertising. The method used in this research is descriptive and associative. Data has been obtained by distributing questionnaires to 100 respondents that are Palembang’s residents who are buying and consuming Ades Mineral Water at least once in the last 3 months. Accidental sampling method has been selected to obtain data. The techniques of analysis used include multiple linear regression and moderated regression analysis, while for the processing of the data, SPSS 21 for Windows has been used. The results of this research indicate that: (i) environmental concern was 5,8% having significant influence on skepticism toward Ades green advertising, (ii) buying behavior was 19,2% having significant influence on skepticism toward Ades green advertising, (iii) conservation behavior was 23,6% having significant influence on skepticism toward Ades green advertising, and (iv) customer’s demographic characteristics by age and gender moderate (strengthen) the relationship between factors affecting skepticism toward Ades green advertising, while level of education not moderate (strengthen) the relationship between factors affecting skepticism toward Ades green advertising. |
| first_indexed | 2024-04-11T01:26:08Z |
| format | Article |
| id | doaj.art-7a2f6b17c1b84f3fae1d29ca2475c80c |
| institution | Directory Open Access Journal |
| issn | 1829-8176 2503-0736 |
| language | English |
| last_indexed | 2024-04-11T01:26:08Z |
| publishDate | 2017-01-01 |
| publisher | Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM |
| record_format | Article |
| series | Journal of Management and Business Review |
| spelling | doaj.art-7a2f6b17c1b84f3fae1d29ca2475c80c2023-01-03T10:23:28ZengResearch Center and Case Clearing House, Sekolah Tinggi Manajemen PPMJournal of Management and Business Review1829-81762503-07362017-01-0113110.34149/jmbr.v13i1.3228ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN")Fenny FathiyahZakaria WahabThe number of green advertising has been increasing recently accompanied by the increasing number of environmental problems faced. This research aims to determine the influence of environmental concern, buying behavior, and conservation behavior on skepticism toward green advertising. In addition, this research aims to determine whether customer’s demographic characteristics (age, gender, and education level) moderate the relationship between factors affecting skepticism toward green advertising. The method used in this research is descriptive and associative. Data has been obtained by distributing questionnaires to 100 respondents that are Palembang’s residents who are buying and consuming Ades Mineral Water at least once in the last 3 months. Accidental sampling method has been selected to obtain data. The techniques of analysis used include multiple linear regression and moderated regression analysis, while for the processing of the data, SPSS 21 for Windows has been used. The results of this research indicate that: (i) environmental concern was 5,8% having significant influence on skepticism toward Ades green advertising, (ii) buying behavior was 19,2% having significant influence on skepticism toward Ades green advertising, (iii) conservation behavior was 23,6% having significant influence on skepticism toward Ades green advertising, and (iv) customer’s demographic characteristics by age and gender moderate (strengthen) the relationship between factors affecting skepticism toward Ades green advertising, while level of education not moderate (strengthen) the relationship between factors affecting skepticism toward Ades green advertising.https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/32buying behaviorconservation behaviordemographic characteristicsenvironmental concerngreen advertisingskepticism |
| spellingShingle | Fenny Fathiyah Zakaria Wahab ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") Journal of Management and Business Review buying behavior conservation behavior demographic characteristics environmental concern green advertising skepticism |
| title | ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") |
| title_full | ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") |
| title_fullStr | ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") |
| title_full_unstemmed | ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") |
| title_short | ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN PADA IKLAN HIJAU (STUDI KASUS PADA MASYARAKAT KOTA PALEMBANG KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) MEREK ADES "PILIH, MINUM, REMUKKAN") |
| title_sort | analisis faktor faktor yang mempengaruhi sikap skeptis konsumen pada iklan hijau studi kasus pada masyarakat kota palembang konsumen air minum dalam kemasan amdk merek ades pilih minum remukkan |
| topic | buying behavior conservation behavior demographic characteristics environmental concern green advertising skepticism |
| url | https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/32 |
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