Anteseden dan konsekuensi green brand image
Info Katalog
File Repositori
Nomor Panggil : 122012003054
Subyek : Brand name products - Marketing;Brand loyalty
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Ayu Ekasari
Kata Kunci : green brand image, utilitarian environmental benefit, nature connectedness, green brand trust.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122012003054_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TS_MMJ_122012003054_Lembar-Pengesahan.pdf | 4 | |
| 3. | 2022_TS_MMJ_122012003054_Bab-1_Pendahuluan.pdf | 12 | |
| 4. | 2022_TS_MMJ_122012003054_Bab-2_Landasan-Teori.pdf | 24 |
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| 5. | 2022_TS_MMJ_122012003054_Bab-3_Metode-Penelitian.pdf | 21 |
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| 6. | 2022_TS_MMJ_122012003054_Bab-4_Analisis-dan-Pembahasan.pdf | 25 |
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| 7. | 2022_TS_MMJ_122012003054_Bab-5_Kesimpulan.pdf | 7 |
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| 8. | 2022_TS_MMJ_122012003054_Daftar-Pustaka.pdf | 7 | |
| 9. | 2022_TS_MMJ_122012003054_Lampiran.pdf | 72 |
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P Penelitian ini bertujuan untuk menganalisis anteseden dan konsekuensi dari Green Brand Image. Metode pada penelitian ini adalah metode kuantitatif, menggunakan survey research pada seluruh pengguna Green Brand kosmetik sebagai obyek penelitian. Pengumpulan data digunakan dengan cara menyebarkan kuesioner. Sampel penelitian dipilih menggunakan purposive sampling sehingga diperoleh 300 responden. Metode pengujian data yaitu uji instrument dengan uji validitas dan uji reliabilitas. Uji Validitas menggunakan SEM AMOS dan Uji Reliabilitas menggunakan SPSS. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan software AMOS. Hubungan secara langsung menunjukkan bahwa hasil penelitian Utilitarian Environmental Benefit (UEB) berpengaruh terhadap Green Brand Image (GBRIM), Nature Connectedness (NC) berpengaruh terhadap GBRIM, Green Brand Innovativeness (GBI) berpengaruh terhadap Green Perceived Value (GPV), GBRIM berpengaruh terhadap Green Brand Trust (GBT), dan GBT berpengaruh terhadap Green Brand Love (GBL) sedangkan variabel GBI dan GPV, memediasi secara parsial variabel UEB dan GBRIM, serta NC dan GBRIM. Berdasarkan hasil penelitian ini disarankan kepada penelitian selanjutnya untuk lebih mementingkan variabel-variabel lain seperti green brand knowledge, green brand loyalty, serta variabel yang lebih relevan terhadap Green Brand.
T This study aims to analyze the antecedents and consequences of Green Brand Image. The method in this study is a quantitative method, using survey research on all users of Green Brand cosmetics as the object of research. Data collection is used by distributing questionnaires. The research sample was selected using purposive sampling in order to obtain 300 respondents. The data testing method is instrument test with validity test and reliability test. Validity test using AMOS SEM and Reliability Test using SPSS. The data analysis method used Structural Equation Modeling (SEM) with AMOS software. The direct relationship shows that the results of Utilitarian Environmental Benefit (UEB) research have an effect on Green Brand Image (GBRIM), Nature Connectedness (NC) has an effect on GBRIM, Green Brand Innovativeness (GBI) has an effect on Green Perceived Value (GPV), GBRIM has an effect on Green Brand Trust (GBT), and GBT have an effect on Green Brand Love (GBL) while the GBI and GPV variables partially mediate the UEB and GBRIM variables, as well as NC and GBRIM. Based on the results of this study, it is recommended that further research be more concerned with other variables such as green brand knowledge, green brand loyalty, and variables that are more relevant to Green Brand.
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