Anteseden dan konsekuensi green brand image
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_22131059
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Dyah Astarini
Subyek : Green brand image;Marketing management
Kata Kunci : utilitarian benefit, selft-expresive benefit, green perceived risk
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131059_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131059_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131059_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131059_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131059_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131059_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131059_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131059_Lampiran.pdf |
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P Penelitian ini bertujuan untuk mengetahui Anteseden dan konsekuensi Greenbrand image.Metode pengumpulan data dengan cara penyebaran kuesioner/angket denganteknik purposive sampling kepada 196 responden yang sedang menggunakan danpernah menggunakan Merek Apple dengan rincian sebanyak 107 kuesioner disebarsecara langsung (offline) dan 89 kuesioner melalui online. Alat analisis data yangdigunakan untuk menguji validitas adalah confirmatory factor analysis, uji hipotesisadalah structural equation model dan uji reliabilitas adalah cronbach’s alphaHasil yang didapatdari penelitian ini yaitu Utilitarian benefit tidak berpengaruhterhadap Green brand loyalty, Selft-expresive benefit berpengaruh positif terhadapGreen brand loyalty, Utilitarian benefit dan Selft-expressive benefit berpengaruhpositif terhadap Green brand image, Green persive risk berpengaruh negatif terhadapGreen brand image, Green brand image berpengaruh positif terhadap Green brandloyalty.Penelitian selanjutnya disarankan untuk menambah jumlah responden, menelitiproduk ramah lingkungan lainnya, dan menggunakan variabel variabel lain sepertigreen trust dan green satisfaction.
T The reaserch objective is to analyze Antecedents And Consequences of Greenbrand image.The method used for collecting data is by distributing questionnaires to 196respondents who use and used Apple products with details of 107 offlinequestionnaires and 89 online questionnaires. The validity test is conducted usingconfirmatory factor analysis, the hypotheses testing is conducted by using StructuralEquation Model (SEM) analysis method, and the reliability test is conducted usingcronbach’s alpha.The result shows that Utilitarian benefits doesn’t infuence Green brand loyalty,selft-expresive benefit positively influence Green brand loyalty, Utilitarian benefitand selft-expresive benefit positively influence Green brand image, Green perceivedrisk positively influence Green brand image, Green brand image positively influenceGreen brand loyalty.For future research is suggested to analyze other enviromentally-friendlyproducts, add number of respondents, and add other variables such as Green trusand Green satisfaction.
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