Anteseden dari green product purchase intention
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022130019
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Luki Adiati Pratomo
Subyek : Green brand positioning;Marketing management
Kata Kunci : green brand positioning, attitude towards green brand, green brand knowledge, green product purchase
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022130019_Halaman-Judul.pdf | 18 | |
| 2. | 2018_TA_MJ_022130019_Bab-1.pdf | 7 | |
| 3. | 2018_TA_MJ_022130019_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022130019_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022130019_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022130019_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022130019_Daftar-Pustaka.pdf | ||
| 8. | 2018_TA_MJ_022130019_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Green Brand Positioning, Attitude Towards Green Brand, Green Brand Knowledge terhadap green product purchase intention pada lampu hemat energi. Penelitian ini menggunakan sumber data primer yang didapat secara langsung dari sumbernya dengan cara menyebarkan kuesioner dengan menggunakan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini berjumlah 330 responden dengan kriteria konsumen yang pernah membeli lampu hemat energi dalam kurun waktu 1 tahun. Metode penelitian yang digunakan adalah analisis Structural Equation Model (SEM) uji kualitas data mengginakan uji validitas dan uji reabilitas. Hasil dari peneltian ini adalah (1) Green Brand Positioning memiliki pengaruh terhadap Green Product Purchase Intention (2) Attitude Towards Green Brand memiliki pengaruh terhadap Green Product Purchase Intention (3) Green Brand Knowledge memiliki pengaruh terhadap Green Product Purchase Intention (4) Green Brand knowledge memiliki pengaruh terhadap Attitude Towards Green Brand. Saran yang dapat diajukan untuk peneliti selanjutnya yaitu penelitian ini sebaiknya tidak hanya produk lampu hemat energi tetapi produk ramah lingkungan yang mulai di kenal oleh konsumen di Indonesia seperti mobil listrik, dan penelitian selanjutnya diharapkan menambah variabel seperti Perceived Quality.
T The purpose of this study is to determine the influence of green brand positioning, attitude towards green brand and green brand knowledge to green product purchase on energy saving lamp. This study used primary data sources obtained directly by distributing questionnaires using purposive sampling techniques. It was 330 respondents with the criteria of consumers who have bought energy saving lamp with in one year. The research method used is SEM analysis of data quality using validity test and reliability test. The findings of this study are: (1) Green Brand Positioning has a effect toward Green Product Puchase Intention (2) Attitude Towards Green Brand has a effect toward Green Product Puchase Intention (3) Green Brand Knowledge has a effect toward Green Product Puchase Intention (4) Green Brand Knowledge has a effect toward Attitude Towards Green Brand. Suggestions to be submitted for further research that this study should not only discuss energy saving lamp but there is another green product such as hybrid car and further research is expected to add variables such as perceived quality.
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