FACTORS AFFECTING CUSTOMER INTENTION TO PURCHASE SOCIAL ENTERPRISES PRODUCTS (CASE STUDY: ZERO WASTE PROGRAM IN INDONESIA)

• Main Author: Ramadhana Putra, Rizki
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/54783
• Institution: Institut Teknologi Bandung

In Indonesia, with a large population and islands, plastic waste management is still an unsolvable problem. Based on data obtained from data from the Indonesian Plastic Industry Association (INAPLAS) and the Central Statistics Agency (BPS) in 2018, there are 64 million tons of plastic waste in Indonesia each year. Of this amount, 3.2 million tons of plastic waste were disposed of into the sea. Then based on data obtained from the Ministry of Environment and Forestry (KLHK) on the article of Kompas.com (2020), the percentage of plastic waste composition in Indonesia has continued to increase in the range of five to six percent annually since 2000. Even based on data from the Central Bureau of Statistics in 2018 on the article of Gatracom (2019), 72% of Indonesians do not care about waste management and the index reaches 0.72. The objectives of this research are analyzing attitude is supported positively to the customer intention to purchase social enterprise products, analyzing subjective norms is supported positively to the customer intention to purchase social enterprise products and analyzing perceived behavioral control is supported positively to the customer intention to purchase social enterprise products. The tool for analyzing the data in this research is SMART PLS. In fact, according to Hair et al. (2013) PLS-SEM has a definition of a variance-based approach that has a predictive orientation that focuses on the target endogenous constructs in the model and functions to maximize the variance measuring their R2 value. According to Hair et al. (2012), PLS-SEM has an important role for business research and practice. To measure all variables, author needs to measure the validity and reliability. According to Hair et al. (2017a), the general threshold for indicating reliability criteria in Composite Reliability is 0.708. According to Sarstedt et al. (2017), the general threshold for indicating validity in AVE is 0.5. The finding is attitude is influence to customer intention proved by the result of b = 0.423 and p value is 0.000 which is lower than 0.001 so attitude became the most influenced to customer intention. Perceived behavioral control is influence to customer intention proved by the result of b = 0.269 and p value is 0.000 which is lower than 0.001. Subjective norm is influence to customer intention proved by the result of b = 0.155 and p value is 0.043 which is lower than 0.05.