Analisis pengaruh antara consumer dan green brand pada konsumen the body shop Indonesia

Pratiwi, Catherine and Yules, Sabrina and Prafika, Yovinca (2019) Analisis pengaruh antara consumer dan green brand pada konsumen the body shop Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk menganalisa pengaruh manfaat relasi, kepuasan, kualitas relasi, dan hasil relasi dengan dimoderasi oleh kepedulian lingkungan terhadap merek hijau The Body Shop Indonesia. Penelitian ini menggunakan pendekatan kuantitatif. Data pada penelitian ini dikumpulkan dengan menggunakan instrumen berupa kuesioner elektronik melalui Google Form yang terdiri dari 37 indikator dan jumlah responden pada penelitian ini yaitu 404 responden yang pernah menggunakan produk The Body Shop Indonesia, yang terdiri dari 147 responden pria dan 257 responden wanita. Pemilihan responden menggunakan desain sampel non probabilitas yang berjenis judgement sampling. Penelitian ini menggunakan metode analisa Analysis Moment of Structural-Structural Equation Modelling (AMOS-SEM) dengan alat AMOS 24. Hasil dari penelitian ini menunjukkan bahwa manfaat relasi berpengaruh positif terhadap kepuasan dari merek hijau; manfaat relasi berpengaruh positif terhadap kualitas relasi dari merek hijau; kepuasan berpengaruh positif terhadap kualitas relasi dari merek hijau; kepuasan berpengaruh positif terhadap hasil relasi; kualitas relasi berpengaruh positif terhadap hasil relasi; kepedulian lingkungan pengaruh positif terhadap hubungan antara manfaat relasi dengan kepuasan; dan terdapat pengaruh positif terhadap hubungan antara kepedulian lingkungan terhadap hubungan antara manfaat relasi dengan kualitas relasi. Implikasi manajerial pada penelitian ini adalah The Body Shop Indonesia perlu meningkatkan manfaat relasi yang akan diterima oleh para konsumen sehingga dengan adanya hal tersebut mampu meningkatkan kepuasan dan kualitas relasi antara konsumen dengan The Body Shop Indonesia, apabila ketiga hal tersebut telah tercapai maka hasil relasi yang muncul akan memperkuat relasi antara konsumen dengan The Body Shop Indonesia./ This research was conducted to analyze the relationship between relational benefit, satisfaction, relationship quality, and relational outcomes, moderated by environmental consciousness for green brand: The Body Shop Indonesia. This research uses quantitative approach. In this research, data were collected using the electronic questionnaires of Google forms consisting of 37 indicators, with 404 number of respondents who had used The Body Shop Indonesia, consisting of 147 male respondents and 257 female respondents. In the selection of respondents, a non-probability sample design with judgment sampling type is used. The analysis method used in this research is Analysis Moment of Sructural-Structural Equation Modeling (AMOS-SEM) with AMOS 24 tools. Findings of the research show that relational benefits have positive impact towards satisfaction of green brand; relational benefits have positive impact towards relationship quality of green brand; satisfaction have positive impact towards relationship quality of green brand; satisfaction have positive impact towards relational outcome; relationship quality have positive impact towards relational outcome; environmental consciousness have positive impact towards the relationship of relational benefits and satisfaction; and there are positive impact to the relationship of environmental consciousness towards the relationship of relational benefits and relationship quality. Managerial implication in this research is The Body Shop Indonesia needs to improve relational benefits that will be received by the customers to enhance the satisfaction and relationship quality between customers and The Body Shop Indonesia, the relation results that appear if those have been achieved will strengthen the relationship between customers and The Body Shop Indonesia.

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