Puwarsita, Ridwan Michael (2022) Pengaruh pro-environmental characteristics terhadap consumer's eco-friendly brand experience pada merek kecantikan di Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
for nature, dan environmental self-asset terhadap eco-friendly brand experience dan general brand experience. Penelitian ini memiliki empat variabel dengan tiga hipotesis, dengan metode penelitian kuantitatif dan objek penelitian adalah konsumen merek kecantikan ramah lingkungan di daerah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek). Instrumen penelitian menggunakan formular elektronik seperti google form. Menggunakan Teknik sampel non-probabilitas, convenience sampling dan mendapatkan 399 responden. Analisa menggunakan structural equation analysis (SEM) menggunakan aplikasi SmartPLS sebagai alat penelitian. Penelitian ini mengindikasikan ada pengaruh positif antara respect for nature dan pengalaman ramah lingkungan serta enviornmental self-asset menunjukkan adanya pengaruh positif terhadap eco-friendly brand experience. Eco-friendlty brand experience memilikipengaruh positif terhadap general brand experience yang menunjukkan karakteristik perilaku pro-lingkungan konsumen mempunyai dampak terhadap identitas mereka dan bagiamana konsumen dapat mengalami sebuah pengalaman ramah lingkungan secara positif atau negatif tergantung dari level pendidikan mereka. Konsumen di Indonesia akan lebih mengapresiasi dan mengalami merek secara positif. Pengalaman yang paling dialami oleh konsumen ketika mendapatkan pengalaman ramah lingkungan positif adalah dari cara berperilaku mereka terhadap lingkungan serta pemikiran mereka terhadap dampak penggunaan produk kepada lingkungan
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Identitas konsumen;Perilaku pro-lingkungan;respect for nature;environmental self-asset;eco-friendly brand experience;general brand experience | ||||||||
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: | Ridwan Michael Puwarsita | ||||||||
Date Deposited: | 04 Jan 2023 00:45 | ||||||||
Last Modified: | 04 Jan 2023 00:45 | ||||||||
URI: | http://repository.uph.edu/id/eprint/52093 |
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