DETAIL KOLEKSI

Peran corporate social responsibility, green marketing, dan attitudinal green purchase intention dalam memediasi hubungan antara business ethics dan brand loyalty


Oleh : Khansa Fara Wijanarko

Info Katalog

Nomor Panggil : 022001905012

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Brand loyalty;Business - Ethics

Kata Kunci : business ethics, CSR, green marketing, attitudinal green purchase intention, brand loyalty.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001905012_Halaman-Judul.pdf 14
2. 2023_TA_SMJ_022001905012_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001905012_Bab-1-Pendahuluan.pdf 8
4. 2023_TA_SMJ_022001905012_Bab-2-Tinjauan-Pustaka.pdf 17
5. 2023_TA_SMJ_022001905012_Bab-3-Metode-Penelitian.pdf 20
6. 2023_TA_SMJ_022001905012_Bab-4-Analisis-dan-Pembahasan.pdf 28
7. 2023_TA_SMJ_022001905012_Bab-5-Kesimpulan.pdf 5
8. 2023_TA_SMJ_022001905012_Daftar-Pustaka.pdf 3
9. 2023_TA_SMJ_022001905012_Lampiran.pdf 27

M Merebaknya isu pemanasan global dan kerusakan lingkungan berdampak pada meningkatnya kesadaran masyarakat terhadap pentingnya menjaga lingkungan, hal tersebut menjadi peluang yang dapat dimanfaatkan oleh perusahaan sebagai upaya meningkatkan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh business ethics, CSR, dan green marketing yang dilakukan perusahaan kosmetik ramah lingkungan serta attitudinal green purchase intention terhadap brand loyalty. Kuesioner disebarkan kepada 211 responden secara offline melalui wawancara dan online melalui google form, pengambilan sampel pada penelitian ini menggunakan non-probability sampling dengan teknik purposive sampling. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM). Hasil dari penelitian ini menunjukkan bahwa business ethics berpengaruh positif terhadap CSR dan green marketing, lalu business ethics dan attitudinal green purchase intention berpengaruh positif terhadap brand loyalty, dan green marketing berpengaruh positif terhadap attitudinal green purchase intention. Sedangkan CSR dan green marketing tidak berpengaruh positif terhadap brand loyalty. Kemudian baik CSR maupun green marketing tidak memediasi pengaruh business ethics terhadap brand loyalty. Namun demikian, attitudinal green purchase intention memediasi pengaruh green marketing terhadap brand loyalty.

T The spread of the issue of global warming and environmental damage has an impact on increasing awareness of the importance of protecting environment, thus became an opportunity that company can take as the advantage to increase consumer loyalty. The purpose of this study was to analyze the role of business ethics, CSR, and green marketing done by the eco-friendly cosmetics company and attitudinal green purchase intention on brand loyalty. Questionnaires were distributed to 211 respondents offline via interviews and online via google form, the sample used in this study is non-probability sampling in purposive sampling technique. The analytical method used in this research is Structural Equation Modeling (SEM). The results of this studies show that business ethics has a positive effect on CSR and green marketing, then business ethics and attitudinal green purchase intention has a positive effect on brand loyalty, and green marketing has a positive effect on attitudinal green purchase intention. While CSR and green marketing has no positive effect on brand loyalty. Neither CSR nor green marketing has mediated business ethics on brand loyalty. However, attitudinal green purchase intention has mediated green marketing on brand loyalty.

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