ANALISIS SOCIAL MEDIA MARKETING, KNOWLEDGE DAN ATTITUDE PADA NIAT KONSUMEN UNTUK MEMBELI SUSTAINABLE PRODUCTS

Maria Angela Diva; Fransisca Desiana Pranatasari

doi:10.31955/mea.v7i3.3546

Maria Angela Diva Universitas Sanata Dharma
Fransisca Desiana Pranatasari

DOI: https://doi.org/10.31955/mea.v7i3.3546

Abstract

Konsumsi berkelanjutan diartikan sebagai strategi yang berfokus pada cara-cara baru dalam mengelola sisi permintaan ekonomi, tidak hanya berfokus pada manfaat ekonomi tetapi juga menfaat lingkungan maupun sosial. Social media marketing menjadi focus pengembangan bisnis untuk mempromosikan produk berkelanjutan. Tujuan penelitian ini untuk mengetahui pengaruh social media marketing, sikap terhadap produk berkelanjutan, pengetahuan konsumen terkait produk berkelanjutan terhadap niat beli produk berkelanjutan. Penelitian ini dilakukan dengan desain kuanitatif. Teknik pengumpulan data dengan survei menggunakan self-administered survey dengan menyebarkan kuisoner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan 174 responden. Pada tahap awal penelitian dilakukan pengujian validitas dan reliabilitas terhadap instrumen penelitian. Metode analisis data yang digunakan dalam penelitian ini adalah regresi dengan SPSS 26. Pengujian model dan pengujian hipotesis pada penelitian ini menggunakan uji F dan uji T. Hasil penelitian menunjukkan bahwa social media marketing, sustainable knowledge, attitude towards sustaianable product berpengaruh terhadap niat beli sustainable product.

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