Zahra, Safrida Kusdwi and Dr. Drs. Fatchur Rahman, Msi., CSM., CMA. (2023) Pengaruh Green Marketing, Green Perceived Value, Dan Green Brand Image Terhadap Purchse Intention (Studi Pada Konsumen H&M Conscious Di Kabupaten Gresik). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan dengan tujuan untuk berfokus pada mengetahui pengaruh Green Marketing, Green Perceived Value, dan Green Brand Image terhadap Purchase Intention pada Konsumen Brand H&M di Kabupaten Gresik. Pengaruh yang dimaksudkan pada penelitian ini ialah pengaruh yang terjadi baik secara langsung maupun secara tidak langsung antara variabel independent terhadap variabel dependen. Jenis penelitian ini adalah penelitian eksplanatif menggunakan pendekatan kuantitatif. Penelitian ini menggunakan data sampel sebanyak 140 responden yang berasal dari populasi konsumen Brand H&M di Kabupaten Gresik. Analisis data yang digunakan adalah IBM SPSS 25.0. Hasil penelitian yang dilakukan menggunakan beberapa rangkaian pengujian menunjukkan hasil yang dapat disimpulkan bahwa Green Marketing tidak mampu untuk berkontribusi terhadap Purchase Intention, Green Perceived Value mampu memiliki hubungan kontribusi yang positif terhadap Purchase Intention. Demikian pula dengan Green Brand Image mampu mendorong hubungan yang terjadi secara positif terhadap Purchase Intention.
English Abstract
This research was conducted to focus on the effects of green marketing, Green perceived value, and green brand image on the purchase intention of H&M consumers in Gresik Regency. The effects to be examined in this study are both the direct and indirect effects of the independent variables on the dependent variable. The sample of this quantitative explanatory study is 140 respondents, who were taken from the population of H&M Conscious’ consumers in Gresik Regency. The results of the data analysis which was conducted in IBM SPSS 25.0 have led to the following conclusions. First, green marketing is not able to contribute to the purchase intention; second, green perceived value has a positive contribution to the purchase intention; and third, green brand marketing supports the occurring relationship with the purchase intention positively.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020518 |
| Uncontrolled Keywords: | Green Marketing, Green Perceived Value, Green Brand Image, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 17 Jan 2024 02:38 |
| Last Modified: | 17 Jan 2024 02:38 |
| URI: | http://repository.ub.ac.id/id/eprint/205971 |
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