DETAIL KOLEKSI

Anteseden dan konsekuensi green brand equity


Oleh : Monica Desty Armenia

Info Katalog

Nomor Panggil : 022001905001

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Robert Kristaung

Subyek : Brand loyalty;Product management - Marketing

Kata Kunci : excessive product packaging , greenwashing , green confusion , green brand equity.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001905001_Halaman-Judul.pdf 10
2. 2023_TA_SMJ_022001905001_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001905001_Bab-1-Pendahuluan.pdf 9
4. 2023_TA_SMJ_022001905001_Bab-2-Tinjauan-Pustaka.pdf 8
5. 2023_TA_SMJ_022001905001_Bab-3-Metode-Penelitian.pdf 16
6. 2023_TA_SMJ_022001905001_Bab-4-Analisa-dan-Pembahasan.pdf 10
7. 2023_TA_SMJ_022001905001_Bab-5-Kesimpulan.pdf 4
8. 2023_TA_SMJ_022001905001_Daftar-Pustaka.pdf 3
9. 2023_TA_SMJ_022001905001_Lembar-Pengesahan.pdf 6

P Penelitian ini bertujuan untuk menguji dan menganalisa excessive product packagingklaim ramah lingkungan pada perusahaan Ikea. Sampel yang digunakan dalampenelitian ini berjumlah 229 responden. Teknik pengambilan sampel yang digunakanadalah purposive sampling. Data dianalisis menggunakan metode Structural EquationModel (SEM). Hasil dari penelitian ini adalah: (1) Excessive Product Packagingberpengaruh positif terhadap Greenwashing , (2) Excessive Product Packagingberpengaruh positif terhadap Green Confusion , (3) Greenwashing tidak berpengaruhpositif terhadap Green Brand Equity , dan (4) Green Confusion tidak berpengaruhpositif terhadap Green Brand Equity.

T The purpose of this study was to examine and analyze the role of excessive productpackaging eco – friendly claims. The sample used in this study is 229 respondents. Thesampling technique used is purposive sampling. The data are analyzed using the SEMmethod. The findings of this study are : (1) Execessive Product Packaging has a positiveeffect on Greenwashing , (2) Excessive Product Packaging has a positive effect onGreen Confusion , (3) Greenwashing has no positive effect on Green Confusion , (4)Green Confusion has no positive effect on Green brand equity.

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