Anteseden green brand love pada fast fashion
Info Katalog
File Repositori
Nomor Panggil : 022001902039
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Reniati Karnasih
Subyek : Financial management
Kata Kunci : green brand image, green brand attitude, green brand trust, green brand love.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022001902039_Halaman-Judul.pdf | 11 | |
| 2. | 2024_TA_SMJ_022001902039_Lembar-Pengesahan.pdf | 12 | |
| 3. | 2024_TA_SMJ_022001902039_Bab-1_Pendahuluan.pdf | 9 | |
| 4. | 2024_TA_SMJ_022001902039_Bab-2_Tinjauan-Pustaka.pdf | 7 |
|
| 5. | 2024_TA_SMJ_022001902039_Bab-3_Metode-Penelitian.pdf | 15 |
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| 6. | 2024_TA_SMJ_022001902039_Bab-4_Aanalisis-dan-Pembahasan.pdf | 13 |
|
| 7. | 2024_TA_SMJ_022001902039_Bab-5_Simpulan-dan-Saran.pdf | 3 | |
| 8. | 2024_TA_SMJ_022001902039_Daftar-Pustaka.pdf | 5 | |
| 9. | 2024_TA_SMJ_022001902039_Lampiran.pdf | 16 |
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T ujuan penelitian ini adalah menganalisa pengaruh green brand image terhadap green brand trust, pengaruh green brand trust terhadap green brand love, pengaruh green brand image terhadap green brand attitude, pengaruh green brand attitude terhadap green brand love, dan pengaruh green brand image terhadap green brand love. Unit analisis dalam penelitian ini adalah Individu. Dalam penelitian ini, menggunakan teknik pengumpulan data cross-sectional studies. Kuesioner disebar ke 195 responden untuk memperoleh data primer. Metode untuk penarikan sampel menggunakan non-probability sampling. Dalam penelitian ini, data dianalisis menggunakan metode Structural Equation Model (SEM). Kesimpulan yang dapat diambil dari penelitian ini yaitu Terdapat pengaruh positif Green Brand Image terhadap Green Brand Attitude, Green Brand Trust. Terdapat pengaruh positif Green Brand Image terhadap Green Brand Trust. Terdapat pengaruh positif Green Brand Attitude terhadap Green Brand Love. Terdapat pengaruh positif Green Brand Trust terhadap Green Brand Love dan Tidak terdapat pengaruh positif Green Brand Image terhadap Green Brand Love. Hasil penelitian ini diharapkan dapat memberikan masukan bagi pemasar fast fashion untuk merancang strategi pemasar yang tepat.
T he purpose of this research is to analyze the influence of green brand image on green brand trust, the influence of green brand trust on green brand love, the influence of green brand image on green brand attitude, the influence of green brand attitude on green brand love, and the influence of green brand image on green brand love. The unit of analysis in this research is the individual. In this research, cross-sectional studies data collection techniques were used. Questionnaires were distributed to 195 respondents to obtain primary data. The method for sampling uses non-probability sampling. In this research, data was analyzed using the Structural Equation Model (SEM) method. The conclusion that can be drawn from this research is that there is a positive influence of Green Brand Image on Green Brand Attitude, Green Brand Trust. There is a positive influence of Green Brand Image on Green Brand Trust. There is a positive influence of Green Brand Attitude on Green Brand Love. There is a positive influence of Green Brand Trust on Green Brand Love and there is no positive influence of Green Brand Image on Green Brand Love. The expected outcome of this research is to provide valuable insights for fast fashion marketers in designing appropriate marketing strategies.
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