Analisis Pengaruh Zero Waste Lifestyle dan Green Perceived Value Terhadap Minat Pembelian
DOI:
https://doi.org/10.35134/ekobistek.v11i4.416Keywords:
circular economy, zero waste lifestyle, green perceived value, purchase intention, zero waste productAbstract
Pengelolaan sampah menjadi hal penting dalam keberlangsungan kehidupan. Sistem pengelolaan sampah yang buruk akan membawa berbagai dampak buruk bagi lingkungan maupun kesehatan manusia. Zero waste adalah salah satu upaya yang mampu mengendalikan meningkatnya pencemaran lingkungan akibat keberadaan sampah, dengan mengadopsi konsep reduce, reuse, dan recycle. Keberadaan produk-produk yang menerapkan konsep zero waste turut mendukung upaya meminimalisir sampah. Peluang ini semestinya dimanfaatkan pelaku bisnis untuk menggali lebih dalam upaya apa saja yang dapat dilakukan untuk menarik minat beli konsumen terhadap produk-produk zero waste. Hal ini menjadi dasar tujuan penelitian ini untuk menganalisis faktor apa saja yang mempengaruhi minat pembelian zero waste product. Penelitian ini merupakan jenis penelitian kuantitatif dengan teknik analisis regresi linier berganda. Pengolahan dan pengujian data menggunakan aplikasi IBM-SPSS Statistik 25. Sedangkan metode yang digunakan adalah metode observasi, kuesioner, dokumentasi dan kepustakaan. Responden dalam penelitian ini konsumen yang pernah melakukan pembelian di Toko zero waste EtniKayu.id. Hasil penelitian menunjukkan bahwa secara parsial zero waste lifestyle berpengaruh positif dan signifikan terhadap minat pembelian zero waste product, demikian halnya green perceived value juga berpengaruh positif dan signifikan terhadap minat pembelian zero waste product. Sedangkan secara simultan hasil penelitian menunjukkan bahwa zero waste lifestyle dan green perceived value berpengaruh positif dan signifikan terhadap minat pembelian zero waste product. Uji koefisien determinasi menunjukkan bahwa variabel zero waste lifestyle dan green perceived value memberi pengaruh sebesar 50,5% terhadap minat pembelian zero waste product. Hal ini menjadi peluang bagi penelitian berikutnya untuk menganalisis lebih lanjut variabel lainnya yang berpotensi mempengaruhi minat pembelian zero waste product.
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