CHRISTIAN, EDWARD (2026) ANALISIS CITRA KUALITAS PRODUK, PERSEPSI HARGA, DAN NILAI PENDAPATAN DENGAN VARIABEL MEDIASIGREEN CONSUMER BEHAVIOUR TERHADAP DETERMINASI KEPUTUSAN PEMBELIAN EMAS ANTAM. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of product quality images, price perception, and income value on the purchase decision of ANTAM gold bullion, with green consumer behaviour as a mediating variable. The background of this research is based on the growing consumer awareness of investment knowledge and sustainability issues. The study employs a quantitative method with a Partial Least Squares - Structural Equation Modeling (PLS-SEM) approach to analyze data from 204 respondents, consisting of individuals who have experience purchasing or planning to purchase ANTAM gold bullion. The results indicate that green consumer behaviour is proven to partially mediate the relationship between perceived product quality, price perception, and income value toward the purchase decision of ANTAM gold. In direct relationship, perceived product quality, price perception, and income value have also a positive and significant influence on the purchase decision of ANTAM gold. These findings suggest that in the context of purchasing investment products such as gold, consumers consider not only economic value but also sustainability values. This study provides practical implications for gold producers, especially ANTAM, to enhance their competitive advantage through marketing strategies that highlight product quality, price transparency, and sustainability-based approaches to attract environmentally conscious consumers. Keywords: Product Quality Image, Price Perception, Income Value, Green consumer behaviour, Purchase Decision, ANTAM Gold. Penelitian ini bertujuan untuk menganalisis Analisis Citra Kualitas Produk, Persepsi Harga dan Nilai Pendapatan dengan Variabel Mediasi Green consumer behaviour Terhadap Determinasi Keputusan Pembelian Emas ANTAM. Latar belakang penelitian ini didasarkan pada meningkatnya kesadaran konsumen terhadap pengetahuan investasi yang berkualitas, isu keberlanjutan dan preferensi terhadap produk ramah lingkungan. Studi ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling-Partial Least Square (SEMPLS) untuk menganalisis data dari 204 responden yang merupakan individu dengan pengalaman membeli atau berencana membeli emas batangan ANTAM. Hasil penelitian menunjukkan bahwa green consumer behaviour terbukti memediasi secara parsial hubungan antara citra kualitas produk, persepsi harga, dan nilai pendapatan terhadap keputusan pembelian emas ANTAM. Selain itu, citra kualitas produk, persepsi harga, dan nilai pendapatan memiliki pengaruh positif dan signifikan secara langsung terhadap keputusan pembelian emas ANTAM. Temuan ini mengindikasikan bahwa dalam konteks pembelian produk investasi seperti emas, konsumen tidak hanya mempertimbangkan nilai ekonomis dan harga produk, tetapi juga pengetahuan investasi dan nilai keberlanjutan. Studi ini memberikan implikasi praktis bagi produsen emas, khususnya ANTAM, untuk meningkatkan keunggulan kompetitif melalui strategi pemasaran yang menonjolkan kualitas, transparansi harga, dan pendekatan berbasis keberlanjutan guna menarik konsumen yang sadar lingkungan. Keywords: Citra Kualitas Produk, Persepsi Harga, Nilai Pendapatan, Green consumer behaviour, Keputusan Pembelian, Emas ANTAM.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55123120065 |
| Uncontrolled Keywords: | Citra Kualitas Produk, Persepsi Harga, Nilai Pendapatan, Green consumer behaviour, Keputusan Pembelian, Emas ANTAM. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 28 Feb 2026 01:53 |
| Last Modified: | 28 Feb 2026 01:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101256 |
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