Konsekuensi green brand image pada kosmetika ramah lingkungan
Info Katalog
File Repositori
Nomor Panggil : 022001701204
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Ayu Ekasari
Subyek : Green products;Marketing management
Kata Kunci : cosmetics, brand love, green product
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001701204_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001701204_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001701204_Bab-1-Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001701204_Bab-2-Tinjauan-Pustaka.pdf | 10 |
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| 5. | 2023_TA_SMJ_022001701204_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001701204_Bab-4-Hasil-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001701204_Bab-5-Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001701204_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001701204_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisa pengaruh Green Brand Image terhadap Green Brand Attitude, Green Brand Trust dan Green Brand Love serta Pengaruh Green Brand Attitude dan Green Brand Trust terhadap Green Brand Love. Rancangan penelitian ini adalah pengujian hipotesis yang diambil dengan cara cross sectional pada 190 responden dengan menggunakan teknik sampling yaitu dengan purposive sampling pada pengguna kosmetik ramah lingkungan yaitu The Body Shop, Innisfree, Sensatia Botanical dan Somethinc dengan menggunakan alat analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil dari penelitian ini adalah Green Brand Image berpengaruh positif terhadap Green Brand Attitude, Green Brand Image berpengaruh positif terhadap Green Brand Trust, Green Brand Image berpengaruh positif terhadap Green Brand Love, Green Brand Attitude berpengaruh positif terhadap Green Brand Love dan Green Brand Trust berpengaruh positif terhadap Green Brand Love
T This research aims to analyze the influence of Green Brand Image on Green Brand Attitude, Green Brand Trust and Green Brand Love as well as the influence of Green Brand Attitude and Green Brand Trust on Green Brand Love. The design of this research is to test hypotheses taken by cross sectional method on 190 respondents using a sampling technique, namely purposive sampling on environmentally friendly cosmetics users, namely The Body Shop, Innisfree, Sensatia Botanical and Somethinc using the Structural Equation Modeling-Partial Least Squares analysis tool (SEM-PLS). The results of this research are that Green Brand Image has a positive effect on Green Brand Attitude, Green Brand Image has a positive effect on Green Brand Trust, Green Brand Image has a positive effect on Green Brand Love, Green Brand Attitude has a positive effect on Green Brand Love and Green Brand Trust has a positive effect towards Green Brand Love
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