Pengaruh green brand terhadap keaslian merek dan kepercayaan merek

Maura, Thavania Shafa (2022) Pengaruh green brand terhadap keaslian merek dan kepercayaan merek. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Anthropomorphism terhadap Immersion, menguji dan menganalisis pengaruh Reversal terhadap Immersion, menguji dan menganalsis pengaruh Symbolism terhadap Immersion, menguji dan menganalisis pengaruh Immersion terhadap Perceived Brand Authencity, menguji dan menganalisis pengaruh Perceived Brand Authenticity terhadap Brand Trust. Teknik nonprobability sampling yang digunakan dalam pengambilan sampel ini adalah memakai teknik purposive sampling yaitu pemilihan sampel berdasarkan pada penilaian tertentu atau kriteria tertentu dari peneliti. Adapun kriterianya adalah: Menggunakan Produk The Body Shop, pernah membeli Produk The Body Shop, memahami yang dimaksud dengan Green Brand Product, Followers dari The Body Shop Instagram. Kesimpulan pada penelitian ini adalah Anthropomorphism berpengaruh terhadap Immersion. Reversal berpengaruh terhadap Immersion. Symbolism berpengaruh terhadap Immersion. Immersion berpengaruh terhadap Perceived Brand Authenticity. Perceived Brand Authenticity berpengaruh terhadap Brand Trust. / This study aims to examine and analyze the effect of Anthropomorphism on Immersion, examine and analyze the effect of Reversal on Immersion, test and analyze the effect of Symbolism on Immersion, test and analyze the effect of Immersion on Perceived Brand Authentic, examine and analyze the effect of Perceived Brand Authenticity on Brand Trust. The non-probability sampling technique used in this sampling is to use a purposive sampling technique, namely the selection of samples based on certain assessments or certain criteria from the researcher. The criteria are: Using The Body Shop Products, Have bought The Body Shop products, understand what is meant by Green Brand Products, Followers from The Body Shop Instagram. From the results of the analysis, the following conclusions can be drawn: Hypothesis 1 states that Anthropomorphism has an effect on Immersion with a path coefficient of 0.287, T-statistics 2.386 and a p value of 0.0017. The conclusion in this study is that Anthropomorphism has an effect on Immersion. Reversal affects Immersion. Symbolism affects Immersion. Immersion has an effect on Perceived Brand Authenticity. Perceived Brand Authenticity has an effect on Brand Trust.

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