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Analisis green integrated marketing communication Mobile Internet-Enabled Devices (MIED) dalam membentuk green consumer behaviour
Abstract
Latar Belakang: Tingkat konsumsi barang elektronik di Indonesia semakin meningkat semenjak munculnya pandemi virus covid-19. Dampaknya, barang elektronik yang masih dapat digunakan harus diganti sehingga sesuai dengan kecanggihan teknologi terkini. Secara tidak langsung situasi ini sangat memberikan efek pada kondisi lingkungan di Indonesia. Tujuan: Tujuan dari penelitian ini adalah untuk memberikan informasi yang dapat dijadikan dasar dalam merangkai dan memahami strategi pemasaran yang tepat sebagai wujud strategi keberlanjutan dan tanggung jawab perusahaan bagi lingkungan. Metode: Penelitian deskriptif-verifikatif dengan pendekatan kuantitatif. Penelitian ini menggunakan data primer (responden) dan data sekunder (jurnal, artikel, majalah, dan situs online) yang relevan dengan penelitian. Teknik pengumpulan data dalam penelitian ini adalah observasi, kuesioner (angket), studi literatur dan wawancara. Populasi dalam penelitian ini adalah seluruh pengguna internet dimana berdasarkan data wearesocial.com tahun 2022 berjumlah 277,7 juta jiwa. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah probability sampling dengan menggunakan simple random sampling. Teknik pengolahan data yang digunakan dalam penelitian ini menggunakan teknik analisis regresi sederhana dengan menggunakan software SPSS 28. Hasil: Pengujian hipotesis mengenai green integrated marketing communication MIED dalam membentuk green consumer behaviour dilakukan untuk mengetahui besarnya pengaruh langsung dan tidak langsung variabel green integrated marketing communication (X) yang terdiri dari beberapa indikator diantaranya audience focus, message content, channel focused, dan result driven dalam membentuk green consumer behaviour (Y) MIED. Terdapat hubungan linier antara green integrated marketing communication dalam membentuk green consumer behaviour dengan tingkat signifikansi sebesar 0,000 yang lebih kecil dari taraf signifikansi 5%.
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DOI: https://doi.org/10.24198/comdent.v1i2.48737
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