Anteseden dari green brand love pada industri fashion
Info Katalog
File Repositori
Nomor Panggil : 022001901202
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Asep Hermawan
Subyek : Marketing management;Green marketing
Kata Kunci : green brand image, green brand attitude, green brand trust, green brand love.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901202_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001901202_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001901202_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001901202_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001901202_Bab-3-Metodologi-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001901202_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001901202_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001901202_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001901202_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh green brand image, green brand attitude, green brand trust, terhadap Green Brand Love. Data diperoleh denganmenyebarkan kuesioner secara online kepada konsumen yang menggunakan produkfashion dari merek ramah lingkungan serta sering menggunakannya dalam waktu 6bulan terakhir. Sampel yang digunakan sebanyak 204 responden. Metode analisis datayang digunakan untuk menganalisa pengaruh anatar variabel menggunakan metodeStructural Equation Model (SEM) dengan bantuan softwere AMOS 24.Hasil penelitian ini menunjukan bahwa Green Brand Image berpengaruh positifterhadap Green Brand Attitude, Green Brand Image berpengaruh positif terhadapGreen Brand Trust, Green Brand Attitude berpengaruh positif terhadap Green BrandLove, Green Brand Trust berpengaruh positif terhadap Green Brand Love. GreenBrand Image berpengaruh positif terhadap Green Brand Love.
T This study aims to analyze the effect of green brand image, green brand attitude,green brand trust, on green brand love. Data was obtained by distributingquestionnaires online to consumers who use fashion products from environmentallyfriendly brands and use them often in the last 6 months. The sample used was 204respondents. The data analysis method used to analyze the influence between variablesuses the Structural Equation Model (SEM) method with the help of AMOS 24.The results of this study indicate that Green Brand Image has a positive effect on GreenBrand Attitude, Green Brand Image has a positive effect on Green Brand Trust, GreenBrand Attitude has a positive effect on Green Brand Love, Green Brand Trust has apositive effect on Green Brand Love. Green Brand Image has a positive effect onGreen Brand Love.
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