DETAIL KOLEKSI

Anteseden dari green word of mouth pada peralatan rumah tangga hemat energi di indonesia


Oleh : Amalia Viranda Rizki

Info Katalog

Nomor Panggil : 022002116504

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Husna Leila Yusran

Subyek : Branding (marketing);Marketing -- Management

Kata Kunci : green brand equity; green brand attachment; green brand attitude; dan greenwWord of mouth.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2024_TA_SMJ_022002116504_Halaman-Judul.pdf 9
2. 2024_TA_SMJ_022002116504_Lembar-Pengesahan.pdf 6
3. 2024_TA_SMJ_022002116504_Bab-1_Pendahuluan.pdf 9
4. 2024_TA_SMJ_022002116504_Bab-2_Tinjauan-Pustaka.pdf 12
5. 2024_TA_SMJ_022002116504_Bab-3_Metode-Peneltian.pdf 23
6. 2024_TA_SMJ_022002116504_Bab-4_Analisis-dan-Pembahasan.pdf 23
7. 2024_TA_SMJ_022002116504_Bab-5_Simpulan-dan-Saran.pdf 5
8. 2024_TA_SMJ_022002116504_Daftar-Pustaka.pdf 11
9. 2024_TA_SMJ_022002116504_Lampiran.pdf 18

P Penelitian ini bertujuan untuk menguji dan menganalisis peran Green Brand Equity, Green Brand Attachment, Green Brand Attitude terhadap Green Word Of Mouth serta menganalisis peran Green Brand Attachment dan Green Brand Attitude dalam memediasi Green Brand Equity terhadap Green Word Of Mouth pada perusahaan merek peralatan rumah tangga yang ramah lingkungan dan hemat energi. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden. Unit analisis dalam penelitian ini adalah individual yang pernah memakai merek peralatan rumah tangga yang ramah lingkungan dan hemat energi. Teknik pengambilan sampel yang digunakan adalah Purposive Sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM) – Partial Least Square (PLS). Teknik pengumpulan data pada penelitian ini adalah dengan mengumpulkan data primer, yaitu dari karakteristik responden secara langsung melalui Google Form yang disebar secara online dengan media sosial. Jenis data berdasarkan periode waktunya yang digunakan dalam penelitian ini adalah data Cross Sectional.Hasil dari penelitian ini adalah: (1) Green Brand Equity berpengaruh positif terhadap Green Word Of Mouth, (2) Green Brand Equity berpengaruh positif terhadap Green Brand Attachment, (3) Green Brand Equity berpengaruh positif terhadap Green Brand Attitude, (4) Green Brand Attachment berpengaruh positif terhadap Green Word Of Mouth, (5) Green Brand Attitude berpengaruh positif terhadap Green Word Of Mouth, (6) Green Brand Attachment memediasi pengaruh positif Green Brand Equity terhadap Green Word Of Mouth, dan (7) Green Brand Attitude memediasi pengaruh positif Green Brand Equity terhadap Green Word Of Mouth. Implikasi manajerial dari penelitian ini adalah perusahaan dapat menciptakan produk yang memiliki identitas yang kuat dengan menonjolkan kinerja ramah lingkungan, menyadarkan pentingnya konsep ramah lingkungan kepada konsumen, serta menunjukkan dan ikut berpartisipasi dalam kegiatan ramah lingkungan.

T This research aims to examine and analyze the role of Green Brand Equity, Green Brand Attachment, Green Brand Attitude on Green Word Of Mouth and analyze the role of Green Brand Attachment and Green Brand Attitude in mediating Green Brand Equity on Green Word Of Mouth in household brand companies environmentally friendly and energy saving. The sample used in this research was 150 respondents. The unit of analysis in this research is individuals who have used environmentally friendly and energy efficient household brands. The sampling technique used was Purposive Sampling. Data were analyzed using the Structural Equation Model (SEM) - Partial Least Square (PLS) method. The data collection technique in this research is to collect Primary Data, namely from the characteristics of respondents directly via Google Forms which are distributed online via social media. The type of data based on the time period used in this research is Cross Sectional Data.The results of this research are: (1) Green Brand Equity has a positive effect on Green Word Of Mouth, (2) Green Brand Equity has a positive effect on Green Brand Attachment, (3) Green Brand Equity has a positive effect on Green Brand Attitude, (4) Green Brand Attachment has a positive effect on Green Word Of Mouth, (5) Green Brand Attitude has a positive effect on Green Word Of Mouth, (6) Green Brand Attachment mediates the positive effect of Green Brand Equity on Green Word Of Mouth, and (7) Green Brand Attitude mediates the positive effect of Green Brand Equity on Green Word Of Mouth. The managerial implications of this research are companies can create products that have a strong identity by highlighting green performance, making consumers aware of the importance of green concepts, and demonstrating and participating in green activities.

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