PENGARUH EGOISTIC, ALTRUISTIC, DAN BIOSPHERIC TERHADAP GREEN FUNCTIONAL BENEFIT PADA PELANGGAN GREEN COSMETIC DI BALI

I Made Surya Prayoga; Made Pradnyan Permana Usadi; I Komang Suryadnya Diputra; Ni Kadek Ratna Sukarini; Ni Putu Julia Komala Sari

doi:10.36733/emas.v6i11.12959

Authors

I Made Surya Prayoga Universitas Mahasaraswati Denpasar
Made Pradnyan Permana Usadi Universitas Mahasaraswati Denpasar
I Komang Suryadnya Diputra Universitas Mahasaraswati Denpasar
Ni Kadek Ratna Sukarini Universitas Mahasaraswati Denpasar
Ni Putu Julia Komala Sari Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.36733/emas.v6i11.12959

Keywords:

egoistic value, altruistic value, biospheric value, green functional benefit

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Egoistic, Altruistic, dan Biospheric Values terhadap Green Functional Benefit pada pelanggan Green Cosmetic Sensatia Botanicals di Bali. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan kausalitas. Data dikumpulkan melalui penyebaran kuesioner kepada 200 responden yang dipilih dengan metode purposive sampling. Analisis data dilakukan menggunakan analisis regresi linier berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa Egoistic, Altruistic, dan Biospheric Values, masing-masing berpengaruh positif dan signifikan secara parsial terhadap Green Functional Benefit. Temuan ini menegaskan bahwa orientasi nilai pelanggan baik yang berfokus pada kepentingan pribadi, sosial, maupun lingkungan mampu membentuk persepsi positif terhadap manfaat fungsional produk kosmetik hijau. Dengan demikian, semakin tinggi nilai egoistik, altruistik, dan biosferik yang dimiliki pelanggan, semakin besar pula persepsi manfaat fungsional yang dirasakan terhadap produk Green Cosmetic

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