Anteseden green products purchase ntention
Info Katalog
File Repositori
Nomor Panggil : 2017_TA_MJ_022131263
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2017
Pembimbing 1 : Ayu Ekasari
Subyek : Green brand positioning;Marketing management
Kata Kunci : green brand positioning, attitude towards green brand, green brand knowledge, green products purchas
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2017_TA_MJ_022131084_Halaman-Judul.pdf | ||
| 2. | 2017_TA_MJ_022131084_Bab-1.pdf | ||
| 3. | 2017_TA_MJ_022131084_Bab-2.pdf |
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| 4. | 2017_TA_MJ_022131084_Bab-3.pdf |
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| 5. | 2017_TA_MJ_022131084_Bab-4.pdf |
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| 6. | 2017_TA_MJ_022131084_Bab-5.pdf |
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| 7. | 2017_TA_MJ_022131084_Daftar-Pustaka.pdf | ||
| 8. | 2017_TA_MJ_022131084_Lampiran.pdf |
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S kripsi ini membahas apakah terdapat pengaruh signifikan green brand positioning, attitude towards green brand, green brand knowledge terhadap green products purchase intention, serta apakah terdapat pengaruh signifikan green brand knowkedge terhadap attitude towards green brand. Data didapat dengan menyebarkan kuesioner kepada 200 responden kepada konsumen The Body Shop di Jakarta. Teknik pengambilan sampel yang digunakan ialah purposive sampling. Metode analisis yang digunakan untuk menguji hipotesa adalah Structural Equation Model (SEM). Hasil pengujian hipotesa menunjukkan terdapat pengaruh signifikan green brand positioning terhadap green products purchase intention, pengaruh signifikan attitude towards green brand terhadap green products purchase intention, pengaruh signifikan green brand knowkedge terhadap green products purchase intention, dan pengaruh signifikan green brand knowkedge terhadap attitude towards green brand.
T his thesis discusses whether there is a significant influence of green brand positioning, attitude towards green brand, green brand knowledge on green products purchase intention, and there is a significant influence of green brand knowkedge on attitude towards green brand. Data obtained by distributing questionnaires to 200 respondents to The Body Shop customers in Jakarta. The sampling technique using purposive sampling. Analysis method used to test the hypothesis is Structural Equation Model (SEM). The results of hypothesis testing revealed there is a significant influence of green brand positioning on green products purchase intention, significant influence of attitude towards green brand on green products purchase intention, significant influence of green brand knowledge on green products purchase intention, and there is a significant influence of green brand knowledge on attitude towards green brand.Keywords : green brand positioning, attitude towards green brand, green brand
Info Koleksi Skripsi
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