Pengaruh green product awareness, symbolic meaning, social influence dan perceived benefit terhadap purchase intention of green clothing yang dimediasi oleh attitude toward green clothing
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Kurniawati
Kata Kunci : Attitude Toward Green Clothing, Green Clothing, Purchase Intention of Green Clothing, Symbolic Meani
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Status : Lengkap
P Penelitian ini bertujuan untuk mengetahui Pengaruh Green Product Awareness, Symbolic Meaning, Social Influence dan Perceived Benefit Terhadap Purchase Intention of Green Clothing yang Dimediasi oleh Attitude Toward Green Clothing di wilayah Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan model Structural Equation Modeling (SEM) dan software Amos. Sampel yang digunakan adalah responden yang yang pernah menggunakan brand fashion yang sudah mengusung pakaian ramah lingkungan (Green Clothing) yang berada di Jakarta. Sampel yang digunakan sebanyak 200 responden. Hasil penelitian menunjukkan Green Product Awareness berpengaruh pada Atittude Towards Green Clothing, Symbolic Meaning berpengaruh pada Atittude Towards Green Clothing, Perceived Benefit berpengaruh pada Atittude Towards Green Clothing, Perceived Benefit berpengaruh pada Purchase Intention of Green Clothing dan adanya pengaruh mediasi Atittude Towards Green Clothing berpengaruh pada Purchase Intention of Green Clothing. Hasil penelitian ini juga menunjukan tidak berpengaruhnya Green Product Awareness pada Purchase Intention of Green Clothing dan Social Influence tidak berpengaruh pada Atittude Towards Green Clothing Penelitian ini memiliki kontribusi dapat menjadi pertimbangan Brand Fashion untuk mengetahui faktor apa saja yang dapat mempengaruhi sikap konsumen untuk menggunakan pakaian ramah lingkungan
T This research aims to determine the influence of Green Product Awareness, Symbolic Meaning, Social Influence and Perceived Benefit on Purchase Intention of Green Clothing which is mediated by Attitude Toward Green Clothing in the Jakarta area. This research uses a quantitative approach with the Structural Equation Modeling (SEM) model and Amos software. The samples used were respondents who had used fashion brands that carried environmentally friendly clothing (Green Clothing) in Jakarta. The sample used was 200 respondents. The results of the research show that Green Product Awareness has an influence on Atittude Towards Green Clothing, Symbolic Meaning has an influence on Atittude Towards Green Clothing, Perceived Benefit has an influence on Atittude Towards Green Clothing, Perceived Benefit has an influence on Purchase Intention of Green Clothing and there is a mediating influence on Atittude Towards Green Clothing. Purchase Intention of Green Clothing. The results of this research also show that Green Product Awareness has no effect on Purchase Intention of Green Clothing and Social Influence has no effect on Attitude Towards Green Clothing. This research has a contribution that can be taken into consideration by Fashion Brands to find out what factors can influence consumers\\\' attitudes towards using environmentally friendly clothing.