SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2017

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Green Marketing Terhadap Minat Pembelian Ulang Produk Tupperware (Studi Pada Konsumen Member Tupperware Blitar)

Sri Kuntari

Abstrak


ABSTRAK

 

Kuntari, Sri. 2017. Pengaruh Green Marketing Terhadap Minat Pembelian Ulang Produk Tupperware (Studi Pada Konsumen Member Tupperware Blitar). Skripsi, Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Pembimbing: Dr. I Wayan Jaman Adi Putra, M.Si

 

Kata Kunci: Green Marketing, Green Product, Green Price, Green Promotion, Green Place, Minat Pembelian Ulang

 

Keadaan dunia terus mengalami perubahan dan perkembangan dari waktu ke waktu, hal ini ditandai dengan semakin canggihya teknologi yang tercipta dan lahirnya berbagai inovasi baru dalam segala bidang. Tidak dapat dipungkiri bahwa dengan adanya pengelolaan sumber daya alam secara terus menerus membuat dunia terancam dari berbagai masalah lingkungan. Implementasinya perusahaan–perusahaan mulai menerapkan Green Marketing (pemasaran ramah lingkungan), salah satunya Gemilang Group yang merupakan distributor resmi produk Tupperware di Blitar. Tujuan dari penelitian ini adalah untuk mengetahui: (1) persepsi pelanggan terhadap keadaan green marketing (green product, green price, green promotion, dan green place) dan minat pembelian ulang produk Tupperware di Blitar; (2) besarnya pengaruh green marketing baik secara parsial maupun secara simultan terhadap minat pembelian ulang produk; (3) sub variable green marketing terhadap minat pembelian ulang yang paling dominan berpengaruh pada distributor resmi Tupperware Blitar.

Penelitian ini menggunakan pendekatan kuantitatif. Populasi penelitian ini adalah 150 member dari Gemilang Group yang penah membeli produk Tupperware. Sampel sejumlah 109 menggunakan random sampling. Instrumen yang digunakan adalah kuesioner, wawancara dan dokumentasi. Kemudian data dianalisis menggunakan uji asumsi klasik, analisis regresi linier berganda, analisis hipotesis , koefisien determinasi dan sumbangan efektif.

Pengujian hipotesis dalam penelitian ini menggunakan uji t dan uji F. Dari hasil analisis diperoleh persamaan regresi sebagai berikut: Y = -0,752 + 0,219X1 + 0,254X2 + 0,256X3 + 0,369X4 + e. Minat pembelian ulang (Y) dapat dijelaskan oleh green product (X1) sebesar 0,219; minat pembelian ulang (Y) dapat dijelaskan oleh green price (X2) sebesar 0,254; minat pembelian ulang (Y) dapat dijelaskan oleh green promotion (X3) sebesar 0,256 dan minat pembelia ulang (Y) dapat dijelaskan oleh green place sebesar 0,369. Berdasarkan hasil analisis data dapat disimulkan bahwa green marketing (X) berpengaruh positif terhadap minat pembelian ulang (Y) produk Tupperware pada Gemilang Group Blitar. Green product (X1), green price (X2), green promotion (X3) dan green place (X4) masing–masing berpengaruh positif terhadap minat pembelian ulang produk Tupperware di Blitar. Sedangkan Adjusted R square menunjukkan bahwa variabel bebas green marketing menyumbang sebesar 53,8% terhadap variabel terikat yaitu minat pembelian ulang. Berdasarkan hasil sumbangan efektif, variabel green place sebagai penyumbang efektif terbesar terhadap minat pembelian ulang, sebesar 16,0%.

Penulis menyarankan Gemilang Group lebih memberikan informasi yang detail dan akurat mengenai produk yang ditawarkan. Hal ini akan meningkatkan pengetahuaan konsumen terhadap produk khususnya mengenai green marketing dan produk ramah lingkungan, sehingga memudahkan konsumen dalam mengevaluasi produk untuk membantu dalam pengambilan keputusan, terutama untuk konsumen yang mulai beralih menggunakan produk-produk yang aman terhadap kesehatan. Serta, diharapkan perusahaan Tupperware mempertahankan saluran distributor resmi di setiap kota-kota besar untuk memudahkan konsumen mendapatkan produk premium serta informasi mengenai produk Tupperware. Bagi peneliti selanjutnya yang tertarik untuk melanjutkan penelitian ini, sebaiknya melakukan penelitian tentang green marketing melalui pendekatan selain bauran pemasaran.

 

 

 

ABSTRACT

 

Kuntari, Sri. 2017. The Influence of Green Marketing toward Repurchase Interest of Tupperware (The Study on Tupperware Member Consumer in Blitar). Thesis. Management Department, Faculty of Economy, State University of Malang. Advisors: Dr. I Wayan Jaman Adi Putra, M.Si

 

Keywords: Green Marketing, Green Product, Green Price, Green Promotion, Green Place, Repurchase Interest

 

The development of new product is highly increasing time to time. As a result, there are so many innovation of new product in various aspects. To create the new innovation, it cannot be denied that the resources management made the environment gradually became worse. Thus, many companies and industries started to implement the Green Marketing (environment-friendly marketing). One of the companies is Gemilang Group which is the official distributor of Tupperware product in Blitar. This study aimed to know: (1) the consumer perception toward green marketing (green product, green price, green promotion, dan green place) and the their interest to repurchase Tupperware product in Blitar; (2) the big influences of green marketing in partial as well as in simultaneous aspect toward the interest of repurchase the product, (3) sub-variable green marketing toward repurchasing the product was the most dominant influencer for the official distributor of Tupperware in Blitar.

This study carried out using quantitative approach. The populations of this study were 150 members of Gemilang Group who had bought Tupperware product. The samples used in this study were 109 people chosen by random sampling technique. The instruments used in this study were questionnaire, interview, and documentation. The data analysis was carried out using basic assumption, multiple regression analysis, hypothesis analysis, determination coefficient and effective analysis.

The hypothesis analysis in this study carried out using t-test and f-test. From the analysis, it showed regression equation as follows: Y = -0,752 + 0,219X1 + 0,254X2 + 0,256X3 + 0,369X4 + e. The repurchase interest (Y) could be explained by green product (X1) as 0,219; the repurchase interest (Y) could be explained by green price (X2) as 0,254; the repurchase interest (Y) could be explained by green promotion (X3) as 0,256; and the repurchase interest (Y) could be explained by green place (X4) as 0,369. Based on the data analysis, it could be concluded that the green marketing (X) gave positive influence toward repurchase interest (Y) of Tupperware product in Gemilang Group Blitar. Green product (X1), green price (X2), green promotion (X3), green place (X4) also gave positive influence toward the repurchasing interest to buy Tupperware product in Blitar. On the other hand, the adjusted R square showed that the independent variable green marketing gave 53.8% toward the independent variable repurchasing interest variable. Based on the result, green place variable gave most percentage with 16,0% to the repurchase interest variable.

The researcher suggested to Gemilang Group to give detail information about their product. This can add the consumers’ knowledge about the product being sold, especially about green marketing and environment-friendly product so that consumers can find it easier to evaluate the product. For Tupperware company, it was expected for them to maintain the official distributor in each of the city to make it easier for the consumers to get any information about Tupperware. For future researcher, it was suggested for them conduct deeper study especially about green marketing using others marketing approach.