PUTRA, PUTU PANJI ADITYA ARSANA (2023) PENGARUH PEMASARAN HIJAU, KESADARAN MEREK, DAN SIKAP TERHADAP MINAT BELI KONSUMEN SENSATIA BOTANICALS. S2 thesis, Universitas Mercu Buana - Menteng.
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Abstract
This study aims to analyze the effect of green marketing and brand awareness on consumer purchase intention of Sensatia Botanicals which is mediated by attitude. The population of this study are consumers in the age range of 15-56 years, concerned about the environment, users of any brand of skincare, have not known or have never known the Sensatia Botanicals brand with a total sample of 216 valid respondents. The analytical method used in this study is the Structural Equation Model (SEM) with Smart-PLS software. The results of the study found that green marketing had a significant effect on attitudes, as well as brand awareness. Green marketing has a significant effect on purchase intention, as well as brand awareness. Attitudes can mediate green marketing and brand awareness on purchase intention. This study suggests several recommendations for consumers to pay more attention to the skincare products they buy. This research also suggests several recommendations to Sensatia Botanicals to be able to attract more customers to buy its products. Penelitian ini bertujuan untuk menguji pengaruh pemasaran hijau dan kesadaran merek terhadap minat beli konsumen Sensatia Botanicals yang dimediasi oleh sikap. Populasi dari penelitian ini adalah konsumen dalam kisaran usia 15-56 tahun, peduli terhadap lingkungan, pengguna skincare merek apapun, belum atau tidak pernah mengetahui merek Sensatia Botanicals dengan jumlah sampel sebanyak 216 responden valid. Metode analisis yang digunakan dalam penelitian adalah Structural Equation Model (SEM) dengan software Smart-PLS. Hasil penelitian menemukan bahwa pemasaran hijau berpengaruh signifikan pada sikap, berikut juga kesadaran merek. Pemasaran hijau berpengaruh signifikan pada minat beli, berikut juga kesadaran merek. Sikap dapat memediasi pemasaran hijau dan kesadaran merek terhadap minat beli. Penelitian ini menyarankan beberapa rekomendasi kepada konsumen untuk lebih memperhatikan produk skincare yang dibeli. Penelitian ini juga menyarankan beberapa rekomendasi kepada Sensatia Botanicals untuk dapat menarik lebih banyak pelanggan untuk membeli produknya.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55120110012 |
| Uncontrolled Keywords: | Green Marketing, Brand Awareness, Attitude, Purchase Intention, Skincare Pemasaran Hijau, Kesadaran Merek, Sikap, Minat Beli, Skincare |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | PANCA LEGA SILABAN |
| Date Deposited: | 08 Aug 2023 07:06 |
| Last Modified: | 08 Aug 2023 07:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80034 |
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