PENGARUH GREEN POSITIONING, PRODUCT ATTRIBUTES, HEALTH CONSCIOUSNES, SOCIAL INFLUENCE TERHADAP GREEN PURCHASE INTENTION PADA PRODUK THE BODY SHOP

RAMADHAN, WILLY (2019) PENGARUH GREEN POSITIONING, PRODUCT ATTRIBUTES, HEALTH CONSCIOUSNES, SOCIAL INFLUENCE TERHADAP GREEN PURCHASE INTENTION PADA PRODUK THE BODY SHOP. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study discusses the influence of Green Positioning, Product Attributes, Health Consciousness, Social Influence on Green Purchase Intention on The Body Shop products at Lippo Karawaci Mall, which is then to find out each from Green Positioning, Product Attributes, Health Consciousnes, Social Influence to Green Purchase Intention on The Body Shop products. Data was obtained through a survey at Lippo Karawaci Mall in Tangerang by distributing questionnaires to visitors to Lippo Karawaci Mall as many as 270 respondents. The sampling technique uses the maximum likelyhood estimation technique, while the data analysis tool uses the analysis of Structural Equation Method (SEM). The results showed that Health consciousness has a positive and significant influence on green purchase intention, attribute product has a positive and significant influence on green purchase intention, Green positioning has a positive and significant influence on the green purchase intention, whereas Social influence has no influence significant effect on the green purchase intention at Lippo Karawaci's The Body Shop outlet. Keywords : Green Positioning, Product Attributes, Health Consciousnes, Social Influence, Green Purchase Intention,The Body Shop Penelitian ini membahas mengenai pengaruh Green Positioning, Product Attributes, Health Consciousnes, Social Influence terhadap Green Purchase Intention pada produk The Body Shop di Mal Lippo Karawaci, yang selanjutnya untuk mengetahui masing-masing dari Green Positioning, Product Attributes, Health Consciousnes, Social Influence terhadap Green Purchase Intention pada produk The Body Shop. Data diperoleh melalui survey di Mal Lippo Karawaci Tangerang dengan menyebarkan kuesioner kepada pengunjung Mal Lippo Karawaci sebanyak 270 respoden. Teknik pengambilan sampling menggunakan metode teknik maximum likelyhood estimation, sedangkan alat analisa datanya menggunakan analisa Structural Equation Method (SEM). Hasil penelitian menunjukkan bahwa Health consciousness memiliki pengaruh yang positif dan signifikan terhadap green purchase intention, Atribute product memiliki pengaruh yang positif dan signifikan terhadap green purchase intention, Green positioning memiliki pengaruh yang positif dan signifikan terhadap green purchase intention, sedangkan untuk Social influence tidak memiliki pengaruh yang signifikan terhadap green purchase intention di outlet The Body Shop Lippo Karawaci. Kata kunci : Green Positioning, Product Attributes, Health Consciousnes, Social Influence, Green Purchase Intention,The Body Shop

Item Type: Thesis (S1)
NIM: 43114110232
Uncontrolled Keywords: Green Positioning, Product Attributes, Health Consciousnes, Social Influence, Green Purchase Intention,The Body Shop
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 23 Oct 2019 10:03
Last Modified: 23 Oct 2019 10:03
URI: http://repository.mercubuana.ac.id/id/eprint/50203

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