Faktor-faktor yang mempengaruhi green purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022001702063
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Adiyati Hardjanti
Subyek : Marketing - Management
Kata Kunci : attitude toward green brand, green brand knowledge, green brand positioning, dan green purchase inte
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001702063_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001702063_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001702063_Bab-1-Pendahuluan.pdf | 6 | |
| 4. | 2022_TA_SMJ_022001702063_Bab-2-Tinjauan-Pustaka.pdf | 25 |
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| 5. | 2022_TA_SMJ_022001702063_Bab-3-Metode-Penelitian.pdf | 19 |
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| 6. | 2022_TA_SMJ_022001702063_Bab-4-Analisis-dan-Pembahasan.pdf | 14 |
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| 7. | 2022_TA_SMJ_022001702063_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2022_TA_SMJ_022001702063_Daftar-Pustaka.pdf | 8 | |
| 9. | 2022_TA_SMJ_022001702063_Lampiran.pdf | 42 |
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P enelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi Green Purchase Intention terhadap parfum ramah lingkungan. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 201 responden wanita dan pria yang hasilnya 180 responden melakukan pembelian parfum ramah lingkungan minimal 2 kali dalam 6 bulan. Teknik pengambilan data menggunakan purposive sampling. Analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) dengan menggunakan program AMOS22. Hasil penelitian ini menguji faktor-faktor yang mempengaruhi Green Purchase Intention meliputi Green Brand Positioning, Attitude toward Green Brand, dan Green Brand Knowledge. Hasil dari penelitian ini mendapati bahwa Green Brand Positioning dan Green Brand Knowledge berpengaruh positif terhadap Green Purchase Intention. Selain itu, Green Brand Knowledge juga berpengaruh positif terhadap Attitude toward Green Brand, sementara Attitude toward Green Brand tidak berpengaruh positif terhadap Green Purchase Intention.
T his study aims to analyze the factors that influence the Green Purchase Intention of environmentally friendly perfumes. Data was collected by distributing questionnaires to 201 female and male respondents, with the result that 180 respondents purchased environmentally friendly perfumes at least 2 times in 6 months. The data collection technique used purposive sampling. Analysis of the data used in this study is Structural Equation Modeling (SEM) using the AMOS22 program. The results of this study examine the factors that influence Green Purchase Intention including Green Brand Positioning, Attitude toward Green Brand, and Green Brand Knowledge. The results of this study found that Green Brand Positioning and Green Brand Knowledge had a positive effect on Green Purchase Intention. In addition, Green Brand Knowledge also has a positive effect on Attitude toward Green Brand, while Attitude toward Green Brand does not have a positive effect on Green Purchase Intention.
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