Electronic Theses and Dissertation

Perilaku konsumen merupakan aktivitas orang-orang yang terlibat langsung dalam pengadaan dan mempergunakan barang dan jasa, termasuk proses pengambilan keputusan dalam mempersiapkan kegiatan tersebut. Bentuk strategi pemasaran seperti green marketing pada produk kerajinan rotan yang dapat menimbulkan minat beli konsumen pada suatu produk. Penelitian ini didasari pada perubahan pola pendekatan bisnis dibidang pemasaran yang mulai mengarah pada aktivitas berbasis kelestarian lingkungan. Sehingga perlu dilakukan analisis untuk mengetahui variabel-variabel yang mempengaruhi perilaku konsumen produk kerajinan rotan. Variabel tersebut terdiri dari eco-label, eco-brand, dan environmental advertisment. Analisis variabel dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan sampel sebesar 150 responden yang dikumpulkan melalui teknik non probability sampling. Pengolahan data dilakukan menggunakan software AMOS, sehingga diperoleh hasil yaitu eco-label dan environmental advertisment memiliki hubungan yang signifikan terhadap perilaku konsumen dengan nilai probability masing-masing yaitu sebesar 0,285 dan 0,110. Sedangkan variabel eco-brand tidak memiliki pengaruh signifikan terhadap perilaku konsumen, hal ini dikarenakan nilai probability kurang dari 0,001. Eco-label juga memiliki hubungan yang signifikan terhadap eco-brand dengan nilai probability 0,223.
Kata Kunci :Perilaku Konsumen, Eco-Label, Eco-Brand, Environmental Advertisment, Structural Equation Modeling (SEM)

Consumer behavior is the activity of people who are directly involved in procuring and using goods and services, including the decision-making process in preparing for these activities. Forms of marketing strategies such as green marketing on rattan handicraft products that can generate consumer buying interest in a product. This research is based on changes in the pattern of business approaches in the field of marketing which are starting to lead to activities based on environmental sustainability. So it is necessary to do an analysis to determine the variables that influence consumer behavior of rattan handicraft products. These variables consist of eco-label, eco-brand, and environmental advertising. Variable analysis was carried out using the Structural Equation Modeling (SEM) method using a sample of 150 respondents who were collected through a non-probability sampling technique. Data processing was carried out using AMOS software, so that the results obtained, namely eco-label and environmental advertising have a significant relationship to consumer behavior with a probability value of 0.285 and 0.110 respectively. Meanwhile, the eco-brand variable does not have a significant effect on consumer behavior, this is because the probability value is less than 0.001. Eco-label also has a significant relationship to eco-brand with a probability value of 0.223. Keywords :Consumer Behavior, Eco-Label, Eco-Brand, Environmental Advertisment, Structural Equation Modeling (SEM)