Puspitasari, Mutiara Ike (2019) Pengaruh Green Brand Image, Green Satisfaction Dan Green Trust Terhadap Green Brand Equity Serta Implikasinya Pada Repurchase Intention (Studi Kasus : Konsumen Teh Kotak Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Semakin berkembangnya zaman kebutuhan hidup juga semakin bervariasi. Produk praktis dan ekonomis memiliki daya tarik tersendiri bagi konsumen. Namun, adanya isu global warming menyebabkan perlunya memproduksi produk yang ramah lingkungan. Maka dari itu, pelaku bisnis melakukan aktivitas pemasaran yang disebut green marketing. Masalah dari produk ramah lingkungan ini adalah mengenai harga dan kualitas produk yang lebih dahulu mempengaruhi sikap konsumen. Saat ini terdapat banyak produk-produk sejenis teh yang menerapkan konsep produk ramah lingkungan, salah satunya Teh Kotak. Teh Kotak hadir dalam kemasan karton bersertifikasi Forest Stewardship Council (FSC). Kemasan Teh kotak memiliki bentuk yang konsisten dari awal peluncurannya hingga saat ini. Meskipun demikian, perlu dilakukan analisis apakah kekonsistenan tersebut dapat meningkatkan kekuatan merek Teh Kotak itu sendiri atau sebaliknya. Maka dari itu, perlu dilakukan perlu melakukan identifikasi faktor-faktor yang berdampak pada sikap konsumen. Penelitian ini dilakukan untuk mengetahui korelasi antara green brand image, green satisfaction, green trust terhadap green brand equity dan repurchase intention. Metode yang digunakan yaitu Partial Least Square (PLS). Penyebaran kuesioner diberikan pada 140 responden yang pernah membeli atau mengonsumsi Teh Kotak minimal 2 kali dalam 3 bulan terakhir dan mengetahui bahwa kemasan Teh Kotak ramah lingkungan. Berdasarkan analisa data, diperoleh hasil bahwa green brand image dan green satisfaction tidak berpengaruh terhadap green brand equity. Green brand image tidak berpengaruhvii terhadap repurchase intention. Green trust berpengaruh positif dan signifikan terhadap green brand equity. Green satisfaction, green trust, green brand equity dan berpengaruh positif dan signifikan terhadap repurchase intention.
English Abstract
As the times evolve the necessities of life are also increasingly varied. Practical and economical products have a special appeal for consumers. However, there is the issue of global warming which causes the need for environmentally friendly products. Therefore, the marketing business conducts marketing activities called green marketing. The problem of this environmentally friendly product regarding price and product quality is more important than consumer attitudes. At present there are many similar products that are proposed the concept of environmentally friendly products, one of which is Teh Kotak. Teh Kotak in Forest Stewardship Council (FSC) certified carton packaging. Teh Kotak has a consistent form from the beginning which is approved at this time. Nevertheless, it is necessary to analyze whether this consistency can improve the Teh Kotak brand itself or vice versa. Therefore, it is necessary to consider the factors that influence consumer attitudes. This research was conducted to study the interaction between green brand image, green satisfaction, green trust in green brand equity and repurchase intentions. The method used is Partial Least Square (PLS). Questionnaires were distributed to 140 respondents who had bought or consumed Teh Kotak at least 2 times in the last 3 months and learned that Teh Kotak packaging was environmentally friendly. Based on data analysis, the results obtained from green brand image and green satisfaction are not counted against green brand equity. Green brand image does not conflict with repurchase intentions. Green trust has a positive and significant effect on green brand equity. Green satisfaction, green trust,ix green brand equity and a positive and significant effect on repurchase intentions
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/114/02002376 |
| Uncontrolled Keywords: | green brand image, green satisfaction, green trust, green brand equity, repurchase intention, partial least square, Teh Kotak, FSC, green brand image, green satisfaction, green trust, green brand equity, repurchase intention, partial least square, Teh Kotak, FSC |
| Subjects: | 600 Technology (Applied sciences) > 664 Food technology > 664.07 Tests, analyses, quality controls |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Aug 2020 06:34 |
| Last Modified: | 21 Oct 2021 08:27 |
| URI: | http://repository.ub.ac.id/id/eprint/181335 |
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