STUDI TENTANG PENGARUH KEPEDULIAN LINGKUNGAN, PERILAKU KONSERVASI, DAN PERILAKU PEMBELIAN HIJAU TERHADAP SIKAP SKEPTIS PADA IKLAN HIJAU (Studi Kasus pada Iklan Evalube Helios Ultra Full Synthetic)

Arief Hidayat,

Abstract


Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh kepedulian lingkungan, perilaku konservasi, dan perilaku pembelian hijau terhadap sikap skeptis pada iklan hijau secara bersama-sama. Penelitian ini merupakan penelitian kuantitatif dengan metode survei. Populasi pada penelitian ini adalah konsumen minyak pelumas/oli mesin di Magelang. Teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel sebanyak 165 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis adalah regresi berganda. Hasil penelitian ini menunjukkan bahwa: (1) kepedulian lingkungan berpengaruh positif terhadap sikap skeptis pada iklan hijau, (2) perilaku konservasi berpengaruh positif terhadap sikap skeptis pada iklan hijau, (3) perilaku pembelian hijau berpengaruh positif terhadap sikap skeptis pada iklan hijau, dan (4) kepedulian lingkungan, perilaku konservasi, dan perilaku pembelian hijau secara bersama-sama berpengaruh positif terhadap sikap skeptis pada iklan hijau.

 

Kata kunci: Kepedulian Lingkungan, Perilaku Konservasi, Perilaku Pembelian Hijau, Sikap Skeptis pada Iklan Hijau

 

Abstract

This study aimed to determine the effect of environmental concern, conservation behavior and green buying behavior on skepticism toward green advertisement on green ads together. This research was a quantitative survey method. The population in this study was that consumers lubricant/engine oil in Magelang. The sampling technique used purposive sampling method with a total sample of 165 people. Data collection techniques was using questionnaires that have been tested for validity and reliability. Data analysis techniques used to answer the hypothesis was multiple regression. The results of this study indicated that: (1) environmental concern had positive influence on skepticism green advertising, (2) conservation behavior had positive influence on skepticism green advertising, (3) green buying behavior had positive effect on skepticism green advertising, and (4) environmental concern, conservation behavior, and green buying behavior together had positive effect on skepticism green advertising.

 

Keywords: Environmental Concern, Conservation Behavior, Green Buying Behavior, Skepticism Toward Green Advertising



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References


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