Anteseden dari green purchase intention pada green skincare
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Asep Hermawan
Pembimbing 2 : Mahasiswa
Subyek : Health attitude
Kata Kunci : Attitude; Subjective Norms; Perceived Behavioral Control; Social Media Usage; Social Media Marketin
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002100009_Halaman-Judul.pdf | ||
| 2. | 2025_SK_SMJ_022002100009_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002100009_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022002100009_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022002100009_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022002100009_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022002100009_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022002100009_Bab-1.pdf | ||
| 9. | 2025_SK_SMJ_022002100009_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022002100009_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022002100009_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022002100009_Bab-5.pdf | ||
| 13. | 2025_SK_SMJ_022002100009_Daftar-Pustaka.pdf | ||
| 14. | 2025_SK_SMJ_022002100009_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis bagaimana Attitude, Subjective Norms,Perceived Behavioral Control, Social Media Usage, Social Media Marketing danDigital Marketing Interactions dapat mempengaruhi Green Purchase Intention. Datadiperoleh dengan menyebarkan kuesioner secara online kepada individu penggunaaktif media sosial dan mengetahui produk green skincare. Penelitian ini menggunakanmetode non probability sampling, dengan teknik purposive sampling. Jumlah sampelyang digunakan dalam penelitian ini sebanyak 232 responden. Metode analisis datayang digunakan adalah analisis regresi linear berganda dengan menggunakan softwareSPSS 23. Hasil penelitian menunjukan bahwa terdapat pengaruh positif dari subjectivenorms, perceived behavioral control, social media usage, social media marketing dandigital marketing interactions terhadap green purchase intention. Sedangkan attitudedinyatakan tidak memiliki pengaruh terhadap green purchase intention.
T This study aims to analyze how Attitude, Subjective Norms, Perceived BehavioralControl, Social Media Usage, Social Media Marketing and Digital MarketingInteractions can affect Green Purchase Intention. Data was obtained by distributingquestionnaires online to individual active users of social media and knowing greenskincare products. This study uses a non-probability sampling method, with purposivesampling technique. The number of samples used in this study were 232 respondents.The data analysis method used is multiple linear regression analysis using SPSS 23software. The results showed that there is a positive influence of subjective norms,perceived behavioral control, social media usage, social media marketing and digitalmarketing interactions on green purchase intention. Meanwhile, attitude is stated tohave no influence on green purchase intention.
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