Wajong, Graciela (2022) PENGARUH GREEN BRAND AFFECT, GREEN BRAND ASSOCIATION, DAN GREEN BRAND ATTITUDE TERHADAP GREEN PURCHASE INTENTION PADA INDUSTRI KOSMETIK DAN PERAWATAN TUBUH. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini dilakukangan dengan tujuan untuk menguji pengaruh green brand effect, green brand association, dan green brand attitude terhadap green purchase. Teknik pengambilan sample ditentukan sebagai non- probability sampling dengan purposive sampling. Sample yang digunakan sebanyak 109 responden yang merupakan pengguna produk kecantikan dan perawatan tubuh yang ramah lingkungan dengan konsentrasi di Jabodetabek, Manado dan sekitarnya. Pengumpulan data dilakukan dengan penyebaran kuesioner elektronik. Dalam melakukan pengujian, peneliti melakukan outer model dan inner model. Outer model dilakukan dengan pengujian reliabilitas dilakukan dengan melihat nilai cronbach’s alpha dan composite reliability. Validitas konverengen dilakukan dengan melihat cross loading dan nilai AVE, sedangkan validitas diskriminan dilakukan dengan melihat cross loading dan nilai HTMT. Inner model dilakukan denan nilai R-square, T-statistics, dan P-value. Hasil penelitian ini menunjukkan bahwa Green brand affect dan green brand association tidak berpengaruh secara langsung terhadap Green Purchase Intention, variable Green Brand Association dan Green Brand Attitude
Item Type: | Thesis (Bachelor) | ||||||||||||||||
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Uncontrolled Keywords: | green marketing, green brand affect, green brand association, green brand attitude, green purchase intention | ||||||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||||||
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: | Graciela Oceania Wajong | ||||||||||||||||
Date Deposited: | 28 Jun 2022 07:50 | ||||||||||||||||
Last Modified: | 28 Jun 2022 07:50 | ||||||||||||||||
URI: | http://repository.uph.edu/id/eprint/48063 |
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