Anteseden green behavior pada generasi milenial
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022152008
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Marketing management;Economic - Social
Kata Kunci : environmental concern, perceived value, willingness to pay premium, green purchase intention,
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022152008_Halaman-Judul.pdf | 17 | |
| 2. | 2019_TA_MJ_022152008_Bab-1.pdf | 8 | |
| 3. | 2019_TA_MJ_022152008_Bab-2.pdf | 9 |
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| 4. | 2019_TA_MJ_022152008_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022152008_Bab-4.pdf | 1 |
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| 6. | 2019_TA_MJ_022152008_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022152008_Daftar-Pustaka.pdf |
P enelitian ini bertujuan untuk menguji dan menganalisis Anteseden Green Purchase Behavior Generasi Milenial. Sampel yang digunakan dalam penelitian ini berjumlah 205 responden dan dikumpulkan dengan metode purposive sampling. Pengujian dilakukan dengan metode SEM (Structural Equation Model). Hasil dari penelitian iniadalah (1) environmental concernberpengaruh positif terhadap green purchase intention, (2) perceived value berpengaruh positif terhadap green purchase intention,(3) willingness to pay premium berpengaruh positif terhadap green purchase intention, (4) green purchase intention berpengaruh positif terhadap green purchase behavior.
T he objective of this study is to examine and analyze Antecedent green purchase behavior millennial generation. The samples being used in this study is 2015 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by SEM (Structural Equation Model) method. The findings of this study are: (1) environmental concerb has positive effect toward greenpurchase intention, (2) perceived value has positive effect toward green purchase intention, (3) willingness to pay premium has positive effect green purchase intention, (4) green purchase intention has positive effect toward green purchase behavior.
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