Anteseden dan konsekuensi gari green washing dan green confusion pada makanan Ringan
Info Katalog
File Repositori
Nomor Panggil : 022001901199
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Fatik Rahayu
Subyek : Environmental economics
Kata Kunci : excessive product packaging, green washing, green confusion, green brand equity.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901199_Halaman-Judul.pdf | 12 | |
| 2. | 2023_TA_SMJ_022001901199_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901199_Bab-1-Pendahuluan.pdf | 9 | |
| 4. | 2023_TA_SMJ_022001901199_Bab-2-Tinjauan-Pustaka.pdf | 16 |
|
| 5. | 2023_TA_SMJ_022001901199_Bab-3-Metode-Penelitian.pdf | 19 |
|
| 6. | 2023_TA_SMJ_022001901199_Bab-4-Analisis-dan-Pembahasan.pdf | 13 |
|
| 7. | 2023_TA_SMJ_022001901199_Bab-5-Simpualan.pdf | 4 |
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| 8. | 2023_TA_SMJ_022001901199_Daftar-Pustaka.pdf | 8 | |
| 9. | 2023_TA_SMJ_022001901199_Lampiran.pdf | 23 |
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P enelitian ini bertujuan untuk menganalisis pengaruhGreen Washing dan Green Confusion terhadap Green Brand Equity pada kemasan makanan ringan. Sampel yang digunakan dalam penelitian ini berjumlah 150 responden dengan teknik pengambilan sampel yaitu menggunakan purposive sampling. Responden dalam penelitian ini yaitu konsumen yang pernah mengkonsumsi makanan ringan dengan kemasan berlebih. Pengujian hipotesis dilakukan dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini menunjukkan bahwaexcessive product packaging berpengaruh positif terhadap green washing, excessive product packaging berpengeruh positif terhadap green confusion, green washing tidak berpengaruh terhadap green brand equity, green confusion tidak berpengaruh terhadap green brandequity.
T his study aims to analyze the effect of Green Washing and Green Confusion on Green Brand Equity in snack food packaging. The sample used in this study amounted to 150 respondents with a sampling technique that is using purposive sampling. Respondents in this study were consumers who had consumed snacks with excess packaging. Hypothesis testing is carried out using the Structural Equation Model (SEM) method. The results of this study indicate that excessive product packaging has a positive effect on green washing, excessive product packaging has a positive effect on green confusion, green washing has no effect on green brand equity, green confusion has no effect on green brand equity
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