Dewanti, Tiarani Rachma (2018) Pengaruh Green Brand Image Terhadap Green Trust Serta Implikasinya Terhadap Green Purchase Intention (Survei Online pada Calon Konsumen Lush Fresh Handmade Cosmetic di Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh Green Brand Image terhadap Green Trust (2) mengetahui dan menjelaskan pengaruh Green Brand Image terhadap Green Purchase Intention (3) mengetahui dan menjelaskan pengaruh Green Trust terhadap Green Purchase Intention. Jenis penelitian yang digunakan adalah explanatory dengan pendekatan kuantitatif. Variabel penelitian ini meliputi Green Brand Image, Green Trust dan Green Purchase Intention. Populasi dalam penelitian ini adalah calon konsumen yang mengetahu produk Lush Fresh Handmade Cosmetic, calon konsumen yang berusia minimal 18 tahun dan calon konsumen yang pernah melihat iklan dan pernyataan bahwa Lush Fresh Handmade Cosmetic mengeklaim sebagai produk hijau atau ramah lingkungan. Sampel yang digunakan dalam penelitian ini sebanyak 116 responden yang diambil dengan menggunakan purposive sampling dan metode pengumpulan data menggunakan angket atau kuesioner online. Analisis data yang digunakan adalah analisis statistik deskriptif dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 24 for Windows. Hasil penelitian ini menunjukkan bahwa (1) Green Brand Image memiliki pengaruh yang signifikan terhadap Green Trust; (2)Green Brand Image memiliki pengaruh yang signifikan terhadap Green Purchase Intention dan (3) Green Trust memiliki pengaruh yang signifikan terhadap Green Purchase Intention.
English Abstract
The purpose of this study was to (1) identify and explain the influence of of Green Brand Image on Green Trust (2) to know and explain the influence of Green Brand Image on Green Purchase Intention (3) to know and explain the influence of Green Trust on Green Purchase Intention.. The type of research used in this research was explanatory with quantitative approach. The research variables were E-Service Quality, Perceived Value, and ECustomer Satisfaction. The population in this research were potential consumen who know the product of Lush Fresh Handmade Cosmetic, potential consumen with minimum age of 18 years and potential consumen who has seen ads or statment about Lush Fesh Handmade Cosmetic’s product are eco friendly. The sample used in this research was 116 respondents taken by using purposive sampling and data collection methods using a questionnaire. Data analysis used was descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 24 for Windows. The result of path analysis showed that The resu;t of this research indicate that (1) Green Brand Image has a significant effect on Green Trust, (2) Green Brand Image has a significant effect on Green Purchase Intention and (3) Green Trust has a significant effect onGreen Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/822/051809743 |
| Uncontrolled Keywords: | Green Brand Image, Green Trust, Green Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 04 Apr 2019 04:15 |
| Last Modified: | 23 Oct 2021 06:55 |
| URI: | http://repository.ub.ac.id/id/eprint/162097 |
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