Anteseden dan konsekuensi green brand equity
Info Katalog
File Repositori
Nomor Panggil : 022001905001
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Robert Kristaung
Subyek : Brand loyalty;Product management - Marketing
Kata Kunci : excessive product packaging , greenwashing , green confusion , green brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001905001_Halaman-Judul.pdf | 10 | |
| 2. | 2023_TA_SMJ_022001905001_Lembar-Pengesahan.pdf | 5 | |
| 3. | 2023_TA_SMJ_022001905001_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2023_TA_SMJ_022001905001_Bab-2-Tinjauan-Pustaka.pdf | 8 |
|
| 5. | 2023_TA_SMJ_022001905001_Bab-3-Metode-Penelitian.pdf | 16 |
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| 6. | 2023_TA_SMJ_022001905001_Bab-4-Analisa-dan-Pembahasan.pdf | 10 |
|
| 7. | 2023_TA_SMJ_022001905001_Bab-5-Kesimpulan.pdf | 4 |
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| 8. | 2023_TA_SMJ_022001905001_Daftar-Pustaka.pdf | 3 | |
| 9. | 2023_TA_SMJ_022001905001_Lembar-Pengesahan.pdf | 6 |
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P enelitian ini bertujuan untuk menguji dan menganalisa excessive product packagingklaim ramah lingkungan pada perusahaan Ikea. Sampel yang digunakan dalampenelitian ini berjumlah 229 responden. Teknik pengambilan sampel yang digunakanadalah purposive sampling. Data dianalisis menggunakan metode Structural EquationModel (SEM). Hasil dari penelitian ini adalah: (1) Excessive Product Packagingberpengaruh positif terhadap Greenwashing , (2) Excessive Product Packagingberpengaruh positif terhadap Green Confusion , (3) Greenwashing tidak berpengaruhpositif terhadap Green Brand Equity , dan (4) Green Confusion tidak berpengaruhpositif terhadap Green Brand Equity.
T he purpose of this study was to examine and analyze the role of excessive productpackaging eco – friendly claims. The sample used in this study is 229 respondents. Thesampling technique used is purposive sampling. The data are analyzed using the SEMmethod. The findings of this study are : (1) Execessive Product Packaging has a positiveeffect on Greenwashing , (2) Excessive Product Packaging has a positive effect onGreen Confusion , (3) Greenwashing has no positive effect on Green Confusion , (4)Green Confusion has no positive effect on Green brand equity.
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