Onny, Imella Yusdike (2019) The Influence Of User Generated Content (Ugc) And Brand Equity On Green Purchase (Study On The Body Shop’s Consumers In Brazil And Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menjelaskan pengaruh User Generated Content (UGC) terhadap Green Purchase, (2) menjelaskan pengaruh Brand Equity terhadap Green Purchase, (3) menjelaskan pengaruh User Generated Content (UGC) dan Brand Equity terhadap Green Purchase, (4) menjelaskan perbedaan persepsi pada pengaruh User Generated Content (UGC) dan Brand Equity terhadap Green Purchase antara konsumen Brazil (Warga negara Brazil dan bertempat tinggal di Brazil) dan konsumen Indonesia (Warga negara Indonesia dan bertempat tinggal di Indonesia). Jenis penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian adalah User Generated Content (UGC), Brand Equity, dan Green Purchase. Kriteria populasi adalah konsumen berusia minimal 18 tahun, pernah membeli produk The Body Shop, warga negara Brazil yang bertempat tinggal di Brazil dan warga negara Indonesia yang bertempat tinggal di Indonesia, memiliki akun sosial media dan telah melihat review online produk The Body Shop. Teknik pengambilan sampel adalah purposive sampling dan metode pengumpulan data melalui kuesioner online dengan Google form kepada 120 responden. Analisis data adalah analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, dan independent sample t test. User Generated Content (UGC) berpengaruh signifikan terhadap Green Purchase, Brand Equity berpengaruh signifikan terhadap Green Purchase, User Generated Content (UGC) dan Brand Equity berpengaruh signifikan terhadap Green Purchase, serta tidak terdapat perbedaan persepsi pengaruh User Generated Content (UGC) dan Brand Equity terhadap Green Purchase antara konsumen Brazil dan Indonesia. Sebaiknya The Body Shop menetapkan strategi inovatif untuk mengajak konsumen membuat UGC, menigkatkan popularitasnya sebagai brand hijau terbaik, dan memproduksi lebih banyak produk yang efektif untuk masalah kulit para konsumen.
English Abstract
This research aims to (1) examine the influence of User Generated Content (UGC) on Green Purchase, (2) examine the influence of Brand Equity on Green Purchase, (3) examine the influence of User Generated Content (UGC) and Brand Equity on Green Purchase simultaneously, (4) examine the differences in perception on the influence of User Generated Content (UGC) and Brand Equity on Green Purchase between Brazilian (resides in Brazil) and Indonesian (resides in Indonesia) consumers. This type of research is explanatory research with a quantitative approach. The variables in this research consisted of User Generated Content (UGC), Brand Equity, and Green Purchase. The population criteria in this research are consumers with a minimum age of 18 years old, who have purchased The Body Shop products, Brazilians who reside in Brazil and Indonesian who resides in Indonesia, have any social media accounts, and have seen online reviews of The Body Shop product. The sampling technique used is purposive sampling and the method of collecting data through an online questionnaire with Google form to 120 respondents who fit the criteria of the population. The data analysis used is descriptive analysis, classic assumption test, multiple linear regression analysis, and independent sample t test. The results show that User Generated Content (UGC) has a significant influence on Green Purchase, Brand Equity has a significant influence on Green Purchase, User Generated Content (UGC) and Brand Equity have a significant influence on Green Purchase, and there are no differences in perception on the influence of User Generated Content (UGC) and Brand Equity on Green Purchase between Brazilian and Indonesian consumers. Based on the results of the research, it is suggested that The Body Shop establish innovative strategies to encourage consumers to create online product reviews (UGC) of The Body Shop product, keep increasing the brand popularity in the market as one of the best global green brands, and to produce more effective products for consumers' skin problems
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/82/051906002 |
| Uncontrolled Keywords: | User Generated Content (UGC), Brand Equity, Green Purchase,User Generated Content (UGC), Brand Equity, Green Purchase |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 15 Nov 2020 13:59 |
| Last Modified: | 28 Oct 2021 02:43 |
| URI: | http://repository.ub.ac.id/id/eprint/172402 |
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