Valerie, Olivia (2023) Pengukuran green washing terhadap green brand association, brand credibility, dan brand equity terhadap purchase intention pada Unilever Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Saat ini, kesadaran dan minat konsumen Indonesia terhadap produk ramah lingkungan semakin meningkat. Maka banyak perusahaan yang melakukan praktik pemasaran greenwashing untuk meningkatkan niat beli konsumen. Unilever merupakan salah satu perusahaan consumer goods di Indonesia yang melakukan praktik greenwashing. Unilever memberikan green claim bahwa perusahaan mengumpulkan dan mengolah lebih banyak kemasan plastik daripada jumlah yang diproduksi perusahaan pada tahun 2025. Namun diinvestigasi oleh Global Alliance for Incinerator Alternatives (GAIA) menyatakan bahwa ternyata upaya daur ulang kemasan plastik yang dilakukan Unilever menggunakan bahan kimia. Penelitian ini bertujuan untuk meneliti pengaruh Greenwashing terhadap Green Brand Association, Brand Credibility, dan Brand Equity terhadap Purchase Inention pada Unilever Indonesia. Penelitian ini merupakan penelitian kuantitatif yang bersifat deduktif. Metode pengumpulan data yang digunakan melalui penyebaran kuesioner Google Form dengan plaform social media Instagram dan Line. Teknik penentuan sampel dalam penelitian ini adalah menggunakan non-probability sampling yaitu purposive sampling dengan jumlah responden sebanyak 318 orang. Pengolahan menggunakan SPSS 26.0 dan SEM AMOS 24.0. Hasil pengujian dari hipotesis menunjukkan bahwa seluruh hipotesis penelitian ini didukung.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | greenwashing; green brand equity; brand credibility; purchase intention; green brand association; unilever | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Olivia Valerie | ||||||||
Date Deposited: | 20 Jun 2023 04:03 | ||||||||
Last Modified: | 28 Aug 2023 12:11 | ||||||||
URI: | http://repository.uph.edu/id/eprint/55999 |
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