Akhfiani, Lika and Prof. Dr. Dra. Noermijati, (2021) The Influence Of Green Marketing Towards Purchase Intention Through Brand Awareness (A Study On Love, Beauty, And Planet). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Green Marketing untuk merek Love, Beauty and Planet terhadap Purchase Intention dan menguji apakah Brand Awareness berpengaruh sebagai peran mediasi. Penelitian ini dilakukan di Malang, Jawa Timur. Jenis penelitian ini adalah penelitian deskriptif dengan pendekatan kuantitatif dan metode survei kuesioner yang dilakukan terhadap 150 responden. Pengambilan sampel menggunakan metode non probability sampling dengan teknik purposive sampling. Pengolahan data dilakukan menggunakan software SmartPLS versi 3.3. Penerapan Green Marketing pada merek Love, Beauty and Planet berpengaruh secara positif dan signifikan terhadap peningkatan Purchase Intention konsumer dan Brand Awareness terbukti berpengaruh sebagai peran mediasi terhadap Purchase Intention.
English Abstract
This study aims to determine the influence of Love, Beauty and Plante’s Green Marketing on Purchase Intention and examine whether Brand Awareness has an influence as a mediating role. This study was conducted in Malang, East Java. This type of study is descriptive research with a quantitative approach and questionnaire survey methods conducted on 150 respondents. The sampling employed non- probability sampling method with purposive sampling technique. Data processing was done by using SmartPLS version 3.3. The implementation of Green Marketing on Love, Beauty and Planet is positively significant to increase customer’s Purchase Intention, and Brand Awareness has shown to have a significant influence as a mediating role towards Purchase Intention
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020548 |
| Uncontrolled Keywords: | Green Marketing, Niat Beli, Kesadaran Merek, Green Marketing, Purchase Intention, Brand Awareness. |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 14 Jul 2023 03:17 |
| Last Modified: | 27 Sep 2024 07:13 |
| URI: | http://repository.ub.ac.id/id/eprint/201858 |
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