FAKTOR YANG BERPERAN DALAM MENDORONG MINAT PEMBELIAN POPOK RAMAH LINGKUNGAN

Reni Dwi Astuti; Wandhansari Sekar Jatiningrum; Sumargiyani Sumargiyani

doi:10.24853/jisi.11.2.177-190

FAKTOR YANG BERPERAN DALAM MENDORONG MINAT PEMBELIAN POPOK RAMAH LINGKUNGAN

Reni Dwi Astuti, Wandhansari Sekar Jatiningrum, Sumargiyani Sumargiyani

Abstract

Diantara produk yang banyak dikonsumsi masyarakat yang berpotensi besar merusak lingkungan adalah popok sekali pakai karena komposisi bahan yang sulit terurai di alam seperti plastik dan Super Absorbent Polimer (SAP). Popok kain ini dianggap lebih ramah lingkungan. Hanya saja jumlah pengguna popok sekali pakai tetap lebih banyak, khususnya di daerah berkembang seperti Kabupaten Bantul. Untuk itu dilakukan penelitian yang bertujuan untuk mengetahui faktor yang berpengaruh terhadap niat penggunaan popok ramah lingkungan ini. Faktor yang diteliti adalah: sikap terhadap penggunaan green product, norma subyektif, perceived behavioral control, kepedulian terhadap lingkungan, perceived risk, dan personal norm. Pengolahan data dielakukan dengan regresi berganda. Dari hasil penelitian diperoleh fungsi regresi: Niat= 0,058sikap + 0,284SN + 0,390PBC + 0,032KL – 0,026PR + 0,118Norm. Berdasarkan uji t didapat kesimpulan bahwa faktor yang signifikan berpengaruh adalah perceived behavioral control, norma subyektif, dan personal norm.

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DOI: https://doi.org/10.24853/jisi.11.2.177-190