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Intensi pembelian reusable bag: Peran social marketing untuk mencapai sustainable consumption

Author

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  • Ayu Ekasari

Abstract

Sustainable Development sebagai salah satu agenda yang ingin dicapai banyak Negara di dunia termasuk Indonesia selayaknya didekati juga dari aspek konsumsi di level paling bawah, yaitu menyangkut individu sebagai pelaku langsung.Disiplin ilmu pemasaran dapat berperan melalui pemasaran social (social marketing) agar terjadi perubahan pola perilaku konsumsi yang mengarah pada tercapainya sustainable development melalui sustainable consumption. Penggunaan kembali tas yang digunakan untuk berbelanja (reusable bag) adalah salah satu praktek sustainable consumption yang kini giat dikampanyekan di Indonesia untuk mengurangi dampak berbahaya limbah tas plastik yang dibuang begitu saja. Serangkaian hipotesis diuji untuk mengetahui sejauh mana intensi konsumen untuk membeli reusable bag.Variabel-variabel utama pembentuk intensi pembelian yaitu attitude, subjectivenorm, trust, perceived knowledge dan consumer innovativeness benar mendorong konsumen membeli reusable bag. Tingkat innovativeness seseorangpun serta pengetahuan yang dimilikinya juga menghasilkan sikap positif terhadap pembelian reusable bag.Namun, tidak ada pengaruh signifikan informasi (revealed information) di kemasan reusable bag terhadap peningkatan sikap positif konsumen.Hasil penelitian ini diharapkan dapat memberi masukan bagi pengambil kebijakan yang membawahi usaha eceran serta pengecer pada khususnya untuk mengedukasi konsumen tentang manfaat reusable bag melalui kampanye social marketing yang terarah.Key words: sustainable development, social marketing, sustainable consumption, reusable bag.

Suggested Citation

  • Ayu Ekasari, 2017. "Intensi pembelian reusable bag: Peran social marketing untuk mencapai sustainable consumption," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 21(2), pages 119-130.
    • Handle: RePEc:uii:jsbuii:v:21:y:2017:i:2:p:119-130:id:7162
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