DETAIL KOLEKSI

Anteseden dari purchase intention pada kosmetik ramah lingkungan


Oleh : Mutiara Fatihah

Info Katalog

Nomor Panggil : 022002001018

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Asep Hermawan

Subyek : Marketing--Management

Kata Kunci : attitude, subjective norms, perceived behavioral control, brand image, purchase intention.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2024_TA_SMJ_022002001018_Halaman-Judul.pdf 11
2. 2024_TA_SMJ_022002001018_Lembar-Pengesahan.pdf 6
3. 2024_TA_SMJ_022002001018_Bab-1-Pendahuluan.pdf 10
4. 2024_TA_SMJ_022002001018_Bab-2-Tinjauan-Pustaka.pdf 9
5. 2024_TA_SMJ_022002001018_Bab-3-Metodologi-Penelitian.pdf 17
6. 2024_TA_SMJ_022002001018_Bab-4-Analisa-dan-Pembahasan.pdf 12
7. 2024_TA_SMJ_022002001018_Bab-5-Simpulan.pdf 4
8. 2024_TA_SMJ_022002001018_Daftar-Pustaka.pdf 6
9. 2024_TA_SMJ_022002001018_Lampiran.pdf 14

P Penelitian ini bertujuan untuk menganalisis pengaruh Attitude, Subjective Norms,Perceived Behavioral Control, dan Brand Image terhadap Purchase Intention padaproduk kosmetik ramah lingkungan.Data diperoleh dengan menyebar kuesioner secara online kepada konsumenpenggunan kosmetik ramah lingkungan. Jumlah sampel yang digunakan dalampenelitian ini sebanyak 170 responden dengan teknik pengambilan sampel yaitupurposive sampling. Metode analisis data yang digunakan dalam penelitian ini yaituMultiple Linier Regression dengan menggunakan software SPSS 21.Hasil penelitian ini menunjukan bahwa Attitude tidak berpengaruh positif terhadapPurchase Intention, Subjective Norms berpengaruh positif terhadap PurchaseIntention, Perceived Behavioral Control berpengaruh positif terhadap PurchaseIntention, dan Brand Image berpengaruh positif terhadap Purchase Intention.

T This study aims to analyze the effect of Attitude, Subjective Norms, PerceivedBehavioral Control, and Brand Image on Purchase Intention on environmentallyfriendly cosmetic products.Data was obtained by distributing questionnaires online to consumers usingenvironmentally friendly cosmetics. The number of samples used in this study were170 respondents with the sampling technique, namely purposive sampling. The dataanalysis method used in this study is Multiple Linear Regression using SPSS 21software.The results of this study indicate that Attitude has no positive effect on PurchaseIntention, Subjective Norms has a positive effect on Purchase Intention, PerceivedBehavioral Control has a positive effect on Purchase Intention, and Brand Image hasa positive effect on Purchase Intention.

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