Pengaruh Citra Merek Hijau, Keterikatan Merek Hijau, Kepercayaan Hijau Terhadap Niat Pembelian Kembali Hijau

Diccio, Diccio (2023) Pengaruh Citra Merek Hijau, Keterikatan Merek Hijau, Kepercayaan Hijau Terhadap Niat Pembelian Kembali Hijau. Bachelor thesis, Universitas Pelita Harapan.

Preview	Text (Title) REV01 Cover Skripsi_01011180376_Diccio.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (54kB) | Preview
Preview	Text (Abstract) Abstract.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (186kB) | Preview
Preview	Text (ToC) ToC.pdf.pdf Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (621kB) | Preview
	Text (Chapter1) Chapter1.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter2) Chapter2.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Chapter3) Chapter3.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter4) Chapter4.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
	Text (Chapter5) Chapter5.pdf.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (554kB)
Preview	Text (Bibliography) Bibliography.pdf.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (622kB) | Preview
	Text (Appendices) Appendices.pdf.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Penelitian ini bertujuan untuk mengetahui adanya hubungan positif antara citra merek hijau, keterikatan merek, kepercayaan hijau, niat pembelian kembali hijau. Penelitian ini menggunakan pendekatan penelitian kuantitatif dimana data dikumpulkan melalui kuesioner online Google Forms. Penelitian ini dilakukan di Indonesia dan mengambil responden dari kota Jabodetabek. Sampel dalam penelitian ini adalah sebanyak 170 responden. Data dianalisis menggunakan outer model dan inner model melalui SmartPLS 3.3. Outer model terdiri dari uji validitas dan uji reliabilitas, sedangkan inner model diuji melalui R-square, uji hipotesis (bootstrapping), dan uji multikolinearitas. Hasil penelitian ini menunjukkan bahwa ada pengaruh yang positif yang signifikan dalam hubungan antara citra merek dan niat pembelian kembali hijau, terdapat pengaruh yang positif yang signifikan terhadap hubungan antara citra merek dan keterikatan merek, bahwa terdapat suatu pengaruh positif yang signifikan dalam hubungan antara citra merek dan kepercayaan hijau, terdapat suatu pengaruh positif yang signifikan dalam hubungan antara keterikatan merek dan niat pembelian kembali hijau, terdapat suatu pengaruh positif yang signifikan dalam hubungan antara kepercayaan hijau dan keterikatan merek, pengaruh positif yang signifikan hubungan antara kepercayaan hijau dan niat pembelian kembali hijau, kepercayaan hijau menjadi mediasi hubungan citra merek terhadap niat pembelian kembali hijau, kepercayaan hijau menjadi mediasi hubungan citra merek terhadap niat pembelian kembali hijau./This study aims to determine the existence of a positive relationship between green brand image, brand attachment, green trust, green repurchase intention. This study uses a quantitative research approach where data is collected through the Google Forms online questionnaire. This research was conducted in Indonesia and took respondents from the city of Jabodetabek. The sample in this study were 170 respondents. Data were analyzed using the outer model and inner model through SmartPLS 3.3. The outer model consists of validity and reliability tests, while the inner model is tested through R-square, hypothesis testing (bootstrapping), and multicollinearity testing. The results of this study indicate that there is a significant positive effect on the relationship between brand image and green repurchase intention, there is a significant positive effect on the relationship between brand image and brand engagement, that there is a significant positive effect on the relationship between brand image and green trust, there is a significant positive effect in the relationship between brand engagement and green repurchase intention, there is a significant positive effect in the relationship between green trust and brand engagement, there is a significant positive effect in the relationship between green trust and green repurchase intention, trust green mediated the relationship between brand image and green repurchase intention, green trust mediated the relationship between brand image and green repurchase intention.

Actions (login required)

View Item