Faktor - faktor yang mempengaruhi brnad layalty dan customer advocacy pada brand ramah lingkungan
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File Repositori
Subyek : Marketing -- Management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Ayu Ekasari
Kata Kunci : green perceived value; altruistic value; brand loyalty; customer advocacy; customer engagement behav
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012003086_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TS_MMJ_122012003086_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TS_MMJ_122012003086_Bab-1_Pendahuluan.pdf | 12 | |
| 4. | 2023_TS_MMJ_122012003086_Bab-2_Tinjauan-Pustaka.pdf | 23 |
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| 5. | 2023_TS_MMJ_122012003086_Bab-3_Metodologi-Penelitian.pdf | 17 |
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| 6. | 2023_TS_MMJ_122012003086_Bab-4_Analisis-dan-Pembahasan.pdf | 22 |
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| 7. | 2023_TS_MMJ_122012003086_Bab-5_Kesimpulan.pdf | 4 | |
| 8. | 2023_TS_MMJ_122012003086_Daftar-Pustaka.pdf | 6 | |
| 9. | 2023_TS_MMJ_122012003086_Lampiran.pdf |
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P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh green perceived value dan altruistic value terhadap cutomer engagement behavior, pengaruh customer engagement behavior terhadap brand loyalty dan customer advocacy, menguji peran mediasi antara green perceived value dan altruistic value terhadap brand loyalty dan menguji peran moderasi greenwashing perception antara green perceived value dan altruistic value terhadap brand loyalty. Metode teknik pengumpulan data menggunakan non probability sampling dengan metode purposive sampling. Data dikumpulkan secara langsung kepada sampel yang sudah disesuaikan kriterianya dan disebar melalui kuesioner kepada 120 responden dengan menggunakan skala likert 1-5 dimana 1 menunjukan sangat tidak setuju, sedangkan 5 menunjukan sangat setuju. Pernyataan dalam penelitian ini terdiri dari 20 pernyataan yang diperoleh dari enam variabel yaitu variabel green perceived value, altruistic value, brand loyalty, customer advocacy, cutomer engagement behavior dan greenwashing perception. Kuesioner disebarkan melalui google form kepada responden yang pernah mengkonsumsi air minum dalam kemasan (AMDK) Aqua dan Le Minerale. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa green perceived value berpengaruh positif terhadap costumer engagment behavior, altruistic value berpengaruh positif terhadap costumer engagment behavior, customer engagment behavior berpengaruh positif terhadap brand loyalty, customer engagment behavior berpengaruh pasitif terhadap customer advocacy, customer engagment behavior memediasi pengaruh antara green perceived value terhadap brand loyalty, customer engagment behavior memediasi pengaruh antara altruistic value terhadap brand loyalty, greenwashing perception memoderasi pengaruh green perceived value terhadap brand loyalty dan hasil greenwashing perception memoderasi pengaruh altruistic values terhadap brand loyalty.
T This study aims to determine and analyze the effect of green perceived value and altruistic value on customer engagement behavior, the effect of customer involvement behavior on brand loyalty and customer advocacy, examine the mediating role between green perceived value and altruistic value on brand loyalty and question the moderating role of greenwashing perceptions between green perception value and altruistic value to brand loyalty. Methods of data collection techniques using non-probability sampling with purposive sampling method. Data were collected directly to samples that had adjusted the criteria and distributed through questionnaires to 120 respondents using a Likert scale of 1-5 where 1 indicated strongly disagree, while 5 indicated strongly agreed. The statements in this study consist of 20 secrets obtained from six variables, namely the value variables of green perception, altruistic value, brand loyalty, customer advocacy, customer involvement behavior and greenwashing perceptions. Questionnaires were distributed via google form to respondents who had consumed bottled drinking water (AMDK) Aqua and Le Minerale. The analytical method used in this study is the Structural Equation Model (SEM). The results showed that green perceived value has a positive effect on customer involvement behavior, altruistic value has a positive effect on customer involvement behavior, customer involvement behavior has a positive effect on brand loyalty, customer involvement behavior has a positive effect on customer advocacy, customer involvement behavior mediates the influence between green perceived value on brand loyalty, customer involvement behavior mediates the effect between altruistic value on brand loyalty, moderates greenwashing perceptions of the effect of greenwashing values on brand loyalty and the results moderates greenwashing perceptions of the effect of altruistic value on brand loyalty.
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