PENGARUH GREEN MARKETING, GREEN IMAGE & SUSTAINABLE BEAUTY AWARENESS TERHADAP GREEN PURCHASE INTENTION PADA LOVE BEAUTY AND PLANET DI JAKARTA

KRISTANTI, LISA (2022) PENGARUH GREEN MARKETING, GREEN IMAGE & SUSTAINABLE BEAUTY AWARENESS TERHADAP GREEN PURCHASE INTENTION PADA LOVE BEAUTY AND PLANET DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze and explain the effect of Green Marketing, Green Image & Sustainable Beauty Awareness on Purchase Intention at Love Beauty and Planet in Jakarta. The type of research used in this research is quantitative and the research method used is the method of causal analysis. The sample used is 150 respondents. The sampling method used purposive sampling. The data analysis method used Partial Least Square (PLS) with the analytical technique used was descriptive. The results of the study prove that all variables have a positive and significant effect on Purchase Intention. This means that Love Beauty and Planet is a pioneer for natural and healthy skin care products in the world and practices an environmentally friendly concept in each of its products. Keywords: Green Marketing, Green Image, Sustainable Beauty Awareness, and Purchase Intention. Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh Green Marketing, Green Image & Sustainable Beauty Awareness terhadap Purchase Intention pada Love Beauty and Planet di Jakarta. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan metode penelitian yang digunakan adalah metode analisis kausal. Sampel yang digunakan adalah sebanyak 150 responden. Metode pengambilan sampel menggunakan purposive sampling. Metode analisis data menggunakan Partial Least Square (PLS) dengan Teknik analisis yang digunakan adalah deskriptif. Hasil penelitian membuktikan bahwa semua variabel berpengaruh positif dan siginifikan terhadap Purchase Intention. Ini berarti bahwa Love Beauty and Planet merupakan pelopor untuk produk perawatan kulit yang alami dan sehat di dunia dan mempratikan konsep ramah lingkungan pada setiap produknya. Kata kunci: Green Marketing, Green Image, Sustainable Beauty Awareness, dan Purchase Intention.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 346
Call Number: SE/31/23/047
NIM/NIDN Creators: 43118110233
Uncontrolled Keywords: Green Marketing, Green Image, Sustainable Beauty Awareness, dan Purchase Intention.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 333 Economic of Land and Energy/Ekonomi Tanah dan Energi Ekonomis > 333.7 Natural Resources and Energy, Environment/Sumber Daya Alam dan Energi, Lingkungan
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.7 Enviromental Problems/Permasalahan Lingkungan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 21 Jan 2023 08:44
Last Modified: 21 Jan 2023 08:44
URI: http://repository.mercubuana.ac.id/id/eprint/73654

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