Judul: Analisis pengaruh penerapan konsep green marketing terhadap keputusan pembelian produk di serambi botani, Botani Square - Bogor
Abstrak: The growth of the industrial world increasingly fast apparently had an impact on social and environmental problems. The emergence of awareness of environmental problems trigger the industry to deliver the marketing concept which emphasizes environmental issues, or more commonly known as green marketing. One of the market participants who implement a green marketing strategy is a mini market Serambi Botani-Botani Square, Bogor. Researcher identify the attributes that applied in the green marketing strategies with methods of observation and interviews with the Serambi Botani. The result determine that the attribute which applied Serambi Botani in the application of green marketing is composed of green input; composition of the product, raw material characteristics, the presence of preservatives, and organic agricultural raw materials. Attributes of green process; efficient energy use, waste production processes, and endurance (durability) of the product. Attributes of green output includes; biodegradable packaging, green labeling, product innovation, design room, displays of wood products, grafity persuasive, and shades of natural green. In addition there are supporting attribute / used to attract additional customers but there are not part of the green marketing is the existence of TV information, labeling of IPB, and product samples for hedonic test. This study aims to analyze the relationship between attributes of green marketing influence on consumer purchasing decisions. This research is explorative by using the questionnaire as a tool to collect data with the number of respondents were 85 respondents. Test samples used were descriptive analysis, Second Order Confirmatory Factor Analysis (2ndCFA), and Fishbein attitude model. Based on the results obtained that Serambi Botani has applied proper positioning and targeting, namely as a pioneer store on the quality of health products, natural, hygienic, and free from chemicals. Positioning accuracy of the product and provide satisfaction to customers has resulted Serambi Botani avoid from green marketing myopia. It can be known from the characteristics of consumers who receive a positive stimulus to buy in Serambi Botani. From the analysis 2ndCFA known that consumers are more influenced by attributes of green output with a coefficient of influence, green input attributes by coefficient of influence 0.83, and supporting attributes with influence coefficient 0.63. Green attributes as well as the influence of the process with coefficient - 0.22. Based on test Thitung know that the green input attributes, green output, and supporting attributes significantly influence on purchase decisions. While green process attribute does not affect significantly of product purchase decisions by consumers…
Keyword: Green marketing, Pemasaran

Judul: Analisis Pengaruh Penerapan Konsep Green Marketing Terhadap Keputusan Pembelian Produk di Serambi Botani- Botani Square Bogor.
Abstrak: Pertumbuhan dunia industri yang semakin pesat ternyata membawa dampak terhadap permasalahan sosial dan lingkungan hidup. Munculnya kesadaran akan permasalahan lingkungan memicu dunia industri untuk menghadirkan konsep pemasaran yang mengedepankan isu lingkungan atau yang lebih dikenal sebagai green marketing. Salah satu pelaku pasar yang menerapkan strategi green marketing adalah mini market Serambi Botani- Botani Square, Bogor. Peneliti mengidentifikasi atribut-atribut yang diterapkan dalam strategi green marketing dengan metode observasi dan interview dengan pihak Serambi Botani. Hasil pengakajian menetapkan bahwa atribut yang diterapkan Serambi Botani dalam penerapan green marketing adalah green input yang terdiri dari; komposisi produk, karakteristik bahan baku, keberadaan bahan pengawet, dan bahan baku pertanian organik. Atribut green proses terdiri dari ; penggunaan energi efisien, limbah proses produksi, dan ketahanan (durability) produk. Atribut green output meliputi ; kemasan biodegradable, pelabelan hijau, produk inovasi, desain ruangan, display produk kayu, grafity persuasif, dan nuansa hijau alam. Selain itu ada atribut penunjang/tambahan yang digunakan untuk menarik konsumen namun bukan merupakan bagian dari green marketing yaitu adanya TV informasi, pelabelan IPB, dan sampel produk untuk uji hedonik. Penelitian ini bertujuan untuk menganalisis hubungan pengaruh antara atribut green marketing terhadap keputusan pembelian konsumen. Penelitian ini bersifat eksploratif dengan menggunakan kuisioner sebagai alat untuk mengumpulkan data dengan jumlah responden sebanyak 85 responden. Uji yang digunakan adalah uji deskriptif, Second Order Confirmatory Factor Analysis (2ndCFA), dan model sikap Fishbein. Berdasarkan hasil penelitian diperoleh data bahwa Serambi Botani telah menerapkan positioning dan targeting yang tepat yaitu sebagai pelopor toko yang mengutamakan kualitas produk bagi kesehatan, alami, higienis, dan bebas dari bahan kimia. Ketepatan memposisikan produk dan memberikan kepuasan kepada pelanggan ini mengakibatkan Serambi Botani terhindar dari green marketing myiopia. Hal tersebut dapat diketahui dari karakteristik konsumen yang menerima rangsangan positif untuk membeli di Serambi Botani. Dari hasil analisis 2ndCFA diketahui bahwa konsumen secara berturut lebih dipengaruhi oleh atribut green output dengan koefisien pengaruh 1, atribut green input dengan koefisien pengaruh 0,83, dan atribut penunjang dengan koefisien pengaruh 0,63. Serta atribut green proses dengan koefisien pengaruh -0,22. Berdasarkan uji Thitung di ketahui bahwa atribut green input, green output, dan atribut penunjang berpengaruh secara nyata terhadap keputusan pembelian. Sedangkan atribut green proses tidak berpengaruh secara nyata terhadap keputusan pembelian produk oleh konsumen. Hasil analisis model sikap Fishbein, konsumen dihadapkan pada keputusan pembelian dengan pembanding atribut harga, manfaat produk, kualitas, dan kepuasan pembelian. Skor total tingkat keyakinan konsumen terhadap atribut yang diberikan adalah 29,61 untuk Serambi botani, dan 18,66 untuk mini market lain yang tidak menerapkan strategi green marketing. Hasil uji menunjukan bahwa tingkat keyakinan konsumen dengan atribut tersebut unggul dibandingkan dengan toko/mini market lain tanpa strategi pemasaran green marketing. Serambi Botani telah menerapkan konsep green marketing dengan tepat, namun untuk mempertahankan dan meningkatkan rangsangan terhadap keputusan pembelian konsumen Serambi Botani harus mempertahankan atribut yang dinilai kuat mempengaruhi keputusan pembelian konsumen dan diperlukan peningkatan terhadap aspek promosi/pengiklanan, serta penguatan rangsangan terhadap atribut yang masih dianggap masih belum berpengaruh secara signifikan.
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Judul: Pemurnian dan karakterisasi protein inhibitor RNA helikase virus hepatitis C
Abstrak: Hepatitis C virus (HCV) infection is the second most common chronic viral infection in the world with global prevalence. This infection is contribution to chronic hepatitis and liver cirrhosis, often leading to hepatocellular carcinoma. There is no effective drug and vaccine available against HCV. The current standard treatment, a combination of pegylated interferon-α with ribavirin, is limited by its suboptimal response rate in a significant patient population, side effects, and affordability. Therefore, development of effective drug is needed. One approach to find out the candidate of antiviral drug is to discover the inhibitor of enzyme that essential for virus replication, such as RNA helicase. Streptomyces chartreusis 5-095 produce the inhibitor of HCV RNA helicase. The aim of this study was to purify the protein inhibitor which has inhibition activity against ATPase activity of RNA helicase HCV from S. chartreusis 5-095. The supernatant of culture S. chartreusis 5-095 exhibited high inhibiton activity against ATPase activity of RNA helicase HCV (approximately 72%) at 10 days of incubation. The extracellular protein inhibitor was partially purified by procedures of precipitation with ammonium sulfate to 65% saturation and gel filtration (Sephadex G50) using methanol water solution (4:6) as an eluen. The purity of protein inhibitor was monitored by SDS PAGE. The protein inhibitor showed a relative molecular mass were estimated to be 14 kDa and increased the purity 23,08 fold than those of the crude protein. The specific activity and IC50 after purification were 13,1338 U/mg and 0,0767 mg/mL, respectively. The activity of purified protein inhibitor showed its stability over pH range from 5-8 and optimum at pH 7,4. The inhibition activity showed its stability up to 70% at temperature 100 oC. The purified protein inhibitor relatively stable its activity at storage in the range of -20 oC to room temperature for 35 days.
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