Wibowo, Arief (2023) Anteseden Dan Konsekuensi Dari Trust Terhadap Brand Attachment. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Dengan kemajuan teknologi pada saat ini, masyarakat semakin menyadari
pentingnya pengunaan kemasan daur ulang dan dampaknya terhadap lingkungan.
Industri makanan fastfood merupakan bisnis yang memiliki konsumsi yang tinggi
terhadap kemasan daur ulang dan menghasilkan limbah kemasan yang berlebihan
bagi lingkungan. Penelitian ini mengambil studi kasus fastfood restoran makanan
cepat saji McDonald dan KFC.Penelitian ini bertujuan untuk mengeksplorasi
hubungan antara green packaging dan merek dalam konteks perusahaan makanan
fastfood dan lingkungan. Variabel yang diteliti dalam penelitian ini terdiri dari
green packaging sebagai prediktor variabel brand attachment dan trust terhadap
brand attitude dan perceived value. Penelitian ini merupakan penelitian kausal.
Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan
data menggunakan Structural Equation Model (SEM) dengan Smart PLS.
Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 250 responden
dengan karakteristik responden pria dan wanita berumur 18-30 tahun.Hasil
penelitian ini menunjukkan bahwa green packaging secara signifikan
mempengaruhi brand attitude dengan koefisien regresi 0,403. Green packaging
secara signifikan mempengaruhi trust dengan koefisien regresi 0,265. Green
packaging secara signifikan mempengaruhi perceived value dengan koefisien
regresi 0,281. Brand attitude secara signifikan mempengaruhi trust dengan
koefisien regresi 0,484. Perceived value secara signifikan mempengaruhi trust
dengan koefisien regresi 0,237. Brand attitude secara signifikan mempengaruhi
brand attachment dengan koefisien regresi 0,251. Perceived value secara signifikan
mempengaruhi brand attachment dengan koefisien regresi -0,055. Trust secara
signifikan mempengaruhi brand attachment dengan koefisien regresi 0,688./With the advancement of technology at this time, people are increasingly aware the
importance of using recycled packaging and its impact on the environment. The
fast-food industry consumes a lot of recycled packaging and generates a lot of
packaging waste for the environment.This research takes case studies from fast food
restaurants, such as McDonald's and KFC.This study aims to explore the
relationship between green packaging and brand in the context of fast-food
companies and the environment. This study looked at green packaging as a
predictor of brand attachment, as well as trust variables on brand attitude and
perceived value.This is a causal study.The research method used is a quantitative
method with data processing using the Structural Equation Model (SEM) with
Smart PLS. Data collection was carried out by distributing questionnaires to 250
respondents with the characteristics of male and female respondents aged 18–30
years.The results of this study indicate that green packaging significantly influences
brand attitude with a regression coefficient of 0.403. Green packaging significantly
affects trust, with a regression coefficient of 0.265. Green packaging significantly
affects perceived value, with a regression coefficient of 0.281. Brand attitude
significantly affects trust with a regression coefficient of 0.484. Perceived value
significantly affects trust, with a regression coefficient of 0.237. Brand attitude
significantly affects brand attachment with a regression coefficient of 0.251. With
a regression coefficient of -0.055, perceived value significantly affects brand
attachment. Trust significantly affects brand attachment with a regression
coefficient of 0.688.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Wibowo, Arief NIM01033180023 Arieefwibowo@yahoo.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Laurence, Laurence 0328077602 laurence.fti@uph.edu |
Uncontrolled Keywords: | brand attachment;brand attitude;green packaging;perceived value;trust |
Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering Current > Faculty/School - UPH Karawaci > Faculty of Science and Technology > Industrial Engineering |
Depositing User: | Arief Wibowo |
Date Deposited: | 07 Feb 2023 09:10 |
Last Modified: | 07 Feb 2023 09:10 |
URI: | http://repository.uph.edu/id/eprint/53878 |