UTAMI, FEBBY PUSPA (2025) PENGARUH GREEN PRODUCT DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK AIR MINUM DALAM KEMASAN (AMDK) CLEO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of Green Product and Green Brand Image on Green Purchase Intention with Green Trust as a Mediating Variable on Cleo Bottled Drinking Water Products (AMDK). The population in this study are people who consume Cleo (AMDK) products and live in JABODETABEK. The sample used in this study was 171respondents using the Hair et al. formula. The sample collection technique in this study used non-probability sampling with the method used, namely purposive sampling. And using a quantitative approach method. The data collection technique in this study used a questionnaire distribution instrument in the form of a google form with primary data sources. The data analysis method used is Partial Least Square (PLS). The results of this study found that Green Trust mediates the relationship between the Green Product and Green Brand Image variables on Green Purchase Intention, which has a positive and significant effect. Keywords: Green Product, Green Brand Image, Green Purchase Intention, Green Trust. Penelitian ini bertujuan untuk menganalisis pengaruh Green Product dan Green Brand Image Terhadap Green Purchase Intention Dengan Green Trust Sebagai Variabel Mediasi Pada Produk Air Minum Dalam Kemasan (AMDK) Cleo. Populasi dalam penelitian ini adalah masyarakat yang mengkonsumsi produk (AMDK) Cleo dan berdomisili di JABODETABEK. Sampel yang digunakan pada penelitian ini sebanyak 171 responden dengan menggunakan rumus Hair et al., Teknik pengumpulan sampel dalam penelitian ini menggunakan non-probability sampling dengan metode yang digunakan yaitu purposive sampling. Dan menggunakan metode pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini menggunakan instrument penyebaran kuisioner berupa google form dengan sumber data primer. Metode analisis data yang digunakan adala Partial Least Square (PLS). Hasil penelitian ini menemukan bahwa Green Trust memediasi hubungan antara variabel Green Product dan Green Brand Image terhadap Green Purchase Intention yang berpengaruh positif dan signifikan. Kata Kunci: Green Product, Green Brand Image, Green Purchase Intention, Green Trust
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43121010323 |
| Uncontrolled Keywords: | Green Product, Green Brand Image, Green Purchase Intention, Green Trust |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.4 Plastics/Teknologi Plastik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 06 Jan 2026 07:07 |
| Last Modified: | 06 Jan 2026 07:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100486 |
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