Pengaruh brand familiarty terhadap purchase intention dan willingness to pay more pada produk body care berbasis green marketing.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Yolanda Masnita Siagian
Pembimbing 2 : Mahasiswa
Kata Kunci : Brand Familiarity, Purchase Intention, Willingness to pay more, green consciousness
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022001901062_Halaman-Judul.pdf | ||
| 2. | 2025_SK_SMJ_022001901062_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022001901062_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022001901062_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022001901062_Lembar-Pengesahan.pdf | 2 | |
| 6. | 2025_SK_SMJ_022001901062_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022001901062_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022001901062_Bab-1.pdf | 12 | |
| 9. | 2025_SK_SMJ_022001901062_Bab-2.pdf | 28 |
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| 10. | 2025_SK_SMJ_022001901062_Bab-3.pdf | 12 |
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| 11. | 2025_SK_SMJ_022001901062_Bab-4.pdf | 26 |
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| 12. | 2025_SK_SMJ_022001901062_Bab-5.pdf | 5 | |
| 13. | 2025_SK_SMJ_022001901062_Daftar-Pustaka.pdf | 6 | |
| 14. | 2025_SK_SMJ_022001901062_Lampiran.pdf | 19 |
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I Isu kerusakan lingkungan di Indonesia mengharuskan masyarakat lebih peduliterhadap lingkunngan. Perusahaan-perusahaan berlomba untuk bisa menciptakanproduk yang lebih ramah lingkungan dalam upaya memenuhi kebutuhankonsumen yang ingin melakukan gerakan peduli lingkungan. Penelitian inibertujuan menganalisis pengaruh brand familiarity terhadap purchase intentiondan willingness to pay more pada produk body care berbasis green marketingdengan green consciousness sebagai variabel moderasi. Metode penelitianmenggunakan metode kuantitatif. Rancangan penelitian menggunakan hypothesistesting. Populasi penelitian adalah konsumen produk body care eco-friendlymaupun non eco-friendly di Indonesia. Teknik pengambilan sampel menggunakansimple random sampling dengan jumlah sampel sebanyak 204 responden. Datapenelitian bersumber dari data primer yang diperoleh melalui penyebarankuesioner secara online (google form). Teknik analisis data yang digunakan adalahStructural Equation Model (SEM) dengan menggunakan program SPSS Amos.Uji hipotesis penelitian menggunakan uji t. Hasil penelitian ini menyimpulkanbahwa : brand familiarity memiliki pengaruh positif terhadap purchase intention,brand familiarity memiliki pengaruh positif terhadap willingness to pay more,green consciousness tidak memoderasi pengaruh antara brand familiarity terhadappurchase intention,, green concousness tidak memoderasi pengaruh antara brandfamiliarity terhadap willingness to pay more.
E Environmental degradation issues in Indonesia have necessitated a greater publicawareness of environmental concerns. Companies are racing to create moreenvironmentally friendly products in an effort to meet the needs of consumers whowant to participate in the environmental movement. This research aims to analyzethe influence of brand familiarity on purchase intention and willingness to paymore for green marketing-based body care products with green consciousness asa moderating variable. The research method uses quantitative methods. Theresearch design uses hypothesis testing. The research population is consumers ofeco-friendly and non eco-friendly body care products in Indonesia. The samplingtechnique used simple random sampling with a sample size of 204 respondents.Research data comes from primary data obtained through distributingquestionnaires online (google form). The data analysis technique used isStructural Equation Model (SEM) using the SPSS Amos program. Test theresearch hypothesis using the t test. The results of this study conclude that: brandfamiliarity has a positive influence on purchase intention, brand familiarity has apositive influence on willingness to pay more, green consciousness is unable tomoderate the influence of brand familiarity on purchase intention, greenconsciousness is unable to moderate the influence of brand familiarity onwillingness to pay more
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