Pengaruh Persepsi Harga dan Kesadaran Lingkungan terhadap Keputusan Pembelian Produk Berbahan Plastik pada Masyarakat Kampung Dukuh

Abstract

In spite of continuous attempts to increase environmental consciousness, the inhabitants of Kampung Dukuh continue to incorporate plastic items into their everyday lives due to the perception that these products are inexpensive, practical, and readily available. In light of this, researchers in Kampung Dukuh set out to determine how residents' perceptions of prices and their level of environmental consciousness affected their choices to buy plastic goods. A quantitative methodology based osurveys is used in the research. One hundred respondents were chosen using the Slovin method purposive selection approaches from a population of 21,787 Kampung Dukuh people ranging in age from fifteen to sixty-four years old who had bought and used plastic items. With the help of IBM SPSS Statistics 20, we ran a battery of tests to ensure the accency and reliability of the data we gathered via surveys, observations, and records. We also used multiple linear regression, t-tests, F-tests, and the coefficient of determination to draw conclusions. The findings show that 13.6% of the time, pricegterception influences purchase choices, whereas 27.7% of the time, environmental awareness has a positive and significant partimpact (Sig. value 0.000<0.05). Having an R-squared value of 0.412 (or 41.2%), price poryption and environmental awareness both have a positive and significant impact at the same time (Sig. value 0.000<0.05).