DETAIL KOLEKSI

Konsekuensi green brand image pada kosmetika ramah lingkungan


Oleh : Taufiq Adi Suseno

Info Katalog

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 8
2. 2023_TA_SMJ_022001701204_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001701204_Bab-1-Pendahuluan.pdf 9
4. 2023_TA_SMJ_022001701204_Bab-2-Tinjauan-Pustaka.pdf 10
5. 2023_TA_SMJ_022001701204_Bab-3-Metode-Penelitian.pdf 15
6. 2023_TA_SMJ_022001701204_Bab-4-Hasil-dan-Pembahasan.pdf 17
7. 2023_TA_SMJ_022001701204_Bab-5-Kesimpulan.pdf 3
8. 2023_TA_SMJ_022001701204_Daftar-Pustaka.pdf 3
9. 2023_TA_SMJ_022001701204_Lampiran.pdf 14

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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