PENGARUH ECOLITERACY DALAM MEMODERASI HUBUNGAN GREEN PRODUCT KNOWLEDGE TERHADAP MINAT BELI GREEN PRODUCT (Studi Pada Mahasiswa FEBI UIN RIL)

CHARLES, KIRANA (2023) PENGARUH ECOLITERACY DALAM MEMODERASI HUBUNGAN GREEN PRODUCT KNOWLEDGE TERHADAP MINAT BELI GREEN PRODUCT (Studi Pada Mahasiswa FEBI UIN RIL). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Kondisi pemanasan global masih menjadi topik hangat dimasyarakat, Ecolitercy menjadi bagian penting untuk mengukur pengetahuan masyarakat terhadap lingkungan berkelanjutan. Berdasarkan hasil prariset peneliti menunjukkan bahwa walaupun masyarakat mengetahui pentingnya Green product serta dengan mudah menemukan, minat beli mereka masih rendah oleh sebab itu peneliti ingin melakukan penelitian lebih lanjut untuk menjawab rumusan masalah dalam penelitian ini yaitu apakah green product knowledge berpengaruh secara parsial terhadap minat beli green produk, apakah ecolitercy memoderasi hubungan antara green product knowledge serta minat beli green product dan bagaimana green product knowledge, minat beli green product dan ecolitercy dalam perspektif islam. Tujuan penelitian ini adalah untuk menjawab perumusan masalah tersebut. Teori yang digunakan Green behaviour menurut sigmund freud adalah perilaku menjaga dan memelihara lingkungan hidup yang dilakukan karena adanya kesadaraan dan rasa tanggung jawab atas kelestarian alam semesta. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada mahasiswa febi uin raden intan lampung. Sampel dalam penelitian ini adalah 97 responden. Metode pengumpulan data dilakukan dengan penyebaran kuesioner. Metode analisis data menggunakan SEM (struktural equation modeling) dengan menggunakan part least square dan pengolahan data dilakukan menggunakan software smart pls3. Hasil penelitian menunjukkan bahwa hipotesis pertama didukung, yaitu tinggi grand product knowledge (x) maka semakin tinggi minat beli green product (y). Hipotesis kedua diterima yaitu ecolitercy (m) memperkuat hubungan antara grand product knowledge dan minat beli green product ((y) secara signifikan. Dalam islam green product knowledge, minat beli green product dan ecolitercy termasuk ke dalam bentuk tanggung jawab manusia sebagai khalifah di muka bumi. Kata kunci : green product knowledge, minat beli green product dan ecolitercy iii Abstract The condition of global warming is still a hot topic in society, Ecolitercy is an important part of measuring people's knowledge of a sustainable environment. Based on the results of the pre-research, the researcher shows that even though people know the importance of green products and can easily find them, their buying interest is still low, therefore researchers want to conduct further research to answer the problem formulation in this study, namely whether green product knowledge has a partial effect on green purchasing intentions. product, does it moderate ecolitercy the relationship between green product knowledge and interest in buying green products and how is green product knowledge, interest in buying green products and ecolitercy in an Islamic perspective. The purpose of this research is to answer the formulation of the problem. The theory used by Green behavior according to Sigmund Freud is the behavior of protecting and maintaining the environment which is carried out because of awareness and a sense of responsibility for the preservation of the universe. This study uses a quantitative approach. This research was conducted on the students of febi uin raden intan lampung. The sample in this study was 97 respondents. The method of data collection is done by distributing questionnaires. The data analysis method uses sem (structural equation modeling) using the least square part and data processing is carried out using smart pls3 software. The results show that the first hypothesis is supported, namely the higher the grand product knowledge (x), the higher the interest in buying green products (y). The second hypothesis is accepted, namely ecolitercy (m) significantly strengthens the relationship between grand product knowledge and buying interest in green products ((y). In islam, green knowledge products, interest in buying green products and ecolitercy are included in the form of human responsibility as khalifah on earth. Keywords: green product knowledge, interest in buying green products and ecolitercy

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