Factors affecting green brand love that impact on green brand loyalty of tumbler Users in Indonesia
Info Katalog
File Repositori
Nomor Panggil : 022001902049
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Yolanda Masnita Siagian
Subyek : Marketing management;Green marketing;Brand loyalty
Kata Kunci : green brand image, green brand attitude, green brand trust, green brand love, green brand loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001902049_Halaman-Judul.pdf | ||
| 2. | 2023_TA_SMJ_022001902049_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TA_SMJ_022001902049_Bab-1_Pendahuluan.pdf | ||
| 4. | 2023_TA_SMJ_022001902049_Bab-2_Tinjauan-Pustaka.pdf |
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| 5. | 2023_TA_SMJ_022001902049_Bab-3_Metode-Penelitian.pdf |
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| 6. | 2023_TA_SMJ_022001902049_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2023_TA_SMJ_022001902049_Bab-5_Kesimpulan.pdf |
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| 8. | 2023_TA_SMJ_022001902049_Daftar-Pustaka.pdf | ||
| 9. | 2023_TA_SMJ_022001902049_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhigreen brand love yang berdampak pada green brand loyalty pada pengguna tumbler di Indonesia.Sampel yang digunakan dalam penelitian ini berjumlah 184 responden dengan teknik pengambilan sampel yaitu menggunakan purposive sampling. Responden dalam penelitian ini yaitu konsumen yang melakukan pembelian dan menggunakan green brand produk tumbler. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwa green brand image berpengaruh positif terhadap green brand attitude, green brand image berpengaruh positif terhadap green brand trust, green brand attitude berpengaruh positif terhadap green brand love, green brand trust berpengaruh positif terhadap green brand love, green brand image tidak berpengaruh positif terhadap green brand love, green brand love berpengaruh positif terhadapgreen brand loyalty, green brand love memediasi pengaruh antara green brand image dan green brand loyalty.
T This study aims to analyze the factors that influence green brand love which have an impact on green brand loyalty in tumbler users in Indonesia.The sample used in this study amounted to 184 respondents with a sampling technique using purposive sampling. Respondents in this study are consumers who make purchases and use green brand tumbler products. Hypothesis testing was carried out using the Structural Equation Model (SEM) method. The results of this study indicate 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 attitude has a positive effect on green brand love, green brand trust has a positive effect on green brand love, green brand image has no positive effect on green brand love, green brand love has a positive effect on green brand loyalty, green brand love mediates the influence between green brand image and green brand loyalty.
Pengaruh green brand image, green brand attitude, green brand trust terhadap green bran love
FEB - Usakti
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FEB - Usakti
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