FAHLEVI, TENGKU REZA (2025) PENGARUH GREEN BRAND IMAGE, ELECTRONIC WORD OF MOUTH DAN CUSTOMER PERCEPTION YANG DIMEDIASI OLEH GREEN ATTITUDE TERHADAP PURCHASE DECISION PADA PRODUK GREEN FASHION LOKAL. S2 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 Cover.pdf Download (432kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 Bab 1.pdf Restricted to Registered users only Download (291kB) |
|
|
Text (BAB II)
03 Bab 2.pdf Restricted to Registered users only Download (453kB) |
|
|
Text (BAB III)
04 Bab 3.pdf Restricted to Registered users only Download (272kB) |
|
|
Text (BAB IV)
05 Bab 4.pdf Restricted to Registered users only Download (435kB) |
|
|
Text (BAB V)
06 Bab 5.pdf Restricted to Registered users only Download (213kB) |
|
|
Text (DAFTAR PUSTAKA)
07 Daftar Pustaka.pdf Restricted to Registered users only Download (181kB) |
|
|
Text (LAMPIRAN)
08 Lampiran.pdf Restricted to Registered users only Download (392kB) |
Abstract
This study explores the influence of Green Brand Image, Electronic Word of Mouth (E-WOM), and Customer Perception on Purchase Decision, with Green Attitude acting as a mediating factor, within the context of local green fashion products. As sustainability becomes a critical concern in the fashion industry, understanding consumer behavior toward eco-friendly products is essential for developing effective marketing strategies. Using a sample of 190 consumers from the Jabodetabek region, this research employs Structural Equation ModelingPartial Least Squares (SEM-PLS) to analyze the data. The findings reveal that Green Brand Image and Customer Perception significantly enhance Green Attitude, while Electronic Word of Mouth showed no significant impact. Furthermore, Green Attitude is found to have a strong and positive influence on Purchase Decision, highlighting the pivotal role of pro-environmental attitudes in driving consumer choices. Interestingly, while Green Brand Image does not directly affect Purchase Decision, Customer Perception demonstrate significant and positive impacts, however, this is different from Electronic Word of Mouth, which has no significant effect on Purchase Decision. Additionally, Green Attitude partially mediates the relationship between Green Brand Image and Purchase Decision and partially mediates the effects of Customer Perception, however, Green Attitude does not mediate the relationship between Electronic Word of Mouth and Purchase Decision. These results underscore the importance of fostering a strong green brand identity, leveraging positive online reviews, and educating consumers about the benefits of sustainable fashion. The study provides valuable insights for marketers aiming to promote local green fashion products and align with the growing demand for environmentally responsible consumption. Keyword: Sustainable Fashion, Green Fashion, Purchase Decision, Green Brand Image, Electronic Word of Mouth, Customer Perception, & Green Attitude Penelitian ini mengkaji pengaruh Green Brand Image, Electronic Word of Mouth (E-WOM), dan Customer Perception terhadap Purchase Decision, dengan Green Attitude sebagai faktor mediasi, dalam konteks produk green fashion lokal. Seiring dengan meningkatnya kepedulian terhadap keberlanjutan di industri fashion, memahami perilaku konsumen terhadap produk ramah lingkungan menjadi kunci untuk mengembangkan strategi pemasaran yang efektif. Dengan melibatkan 190 responden dari wilayah Jabodetabek, penelitian ini menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) untuk menganalisis data. Hasil penelitian menunjukkan bahwa Green Brand Image dan Customer Perception secara signifikan meningkatkan Green Attitude, sementara Electronic Word of Mouth tidak memiliki dampak yang signifikan. Selain itu, Green Attitude terbukti memiliki pengaruh yang kuat dan positif terhadap Purchase Decision, menegaskan peran kunci sikap pro-lingkungan dalam mendorong keputusan pembelian. Menariknya, meskipun Green Brand Image tidak secara langsung memengaruhi Purchase Decision, Customer Perception menunjukkan dampak positif dan signifikan. Namun, hal ini berbeda dengan Electronic Word of Mouth, yang tidak memiliki efek signifikan terhadap Purchase Decision. Lebih lanjut, Green Attitude sebagian memediasi hubungan antara Green Brand Image dan Purchase Decision serta sebagian memediasi efek dari Customer Perception. Namun, Green Attitude tidak memediasi hubungan antara Electronic Word of Mouth dan Purchase Decision. Temuan ini menekankan pentingnya membangun identitas merek hijau yang kuat, memanfaatkan ulasan online positif, dan mengedukasi konsumen tentang manfaat fashion berkelanjutan. Penelitian ini memberikan wawasan berharga bagi pemasar yang bertujuan untuk mempromosikan produk green fashion lokal dan memenuhi permintaan yang semakin meningkat akan konsumsi yang bertanggung jawab terhadap lingkungan. Kata kunci: Sustainable Fashion, Green Fashion, Purchase Decision, Green Brand Image, Electronic Word of Mouth, Customer Perception, Green Attitude.
Actions (login required)
 |
View Item |
