Christine, Winny Rosalia (2023) PENGARUH SELF-ALTRUISM DAN GREEN FRUGALITY TERHADAP GREEN INTRINSIC MOTIVATION DAN DAMPAKNYA TERHADAP GREEN CONSUMPTION BEHAVIORAL INTENTION PRODUK FASHION DENGAN TEKNOLOGI RAMAH LINGKUNGAN UNIQLO. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitian ini untuk mengetahui Pengaruh Self-Altruism dan Green Frugality terhadap Green Intrinsic Motivation dan Dampaknya Terhadap Green Consumption Behavioral Intention Produk Fashion dengan Teknologi Ramah Lingkungan UNIQLO. Populasi dalam penelitian ini adalah masyarakat DKI Jakarta yang mengetahui dan pernah melakukan pembelian Produk Fashion dengan Teknologi Ramah Lingkungan UNIQLO. Penelitian ini dilakukan terhadap 220 responden menggunakan metode survey, dengan instrument penelitian adalah kuisioner dan metode analisis data menggunakan Structural Equation Modeling - Partial Least Square. Hasil penelitian menunjukkan bahwa self-altruism dan green frugality berpengaruh positif dan signifikan terhadap green consumption behavioral intention; self-altruism dan green frugality berpengaruh positif dan signifikan terhadap green intrinsic motivation; green intrinsic motivation berpengaruh positif dan signifikan terhadap green consumption behavioral intention. Serta, green intrinsic motivation memediasi parsial hubungan antara self-altruism dan green frugality terhadap green consumption behavioral intention. This research was to find out the Effect of Self-Altruism and Green Frugality on Green Intrinsic Motivation and Their Impact on Green Consumption Behavioral Intention for UNIQLO’s Fashion Products with Environmentally Friendly Technology. The population in this study was the people of DKI Jakarta who know and have purchased UNIQLO’s Fashion Products with Environmentally Friendly Technology. This research was conducted on 220 respondents using the survey method, the research instrument was a questionnaire and the data analysis method used Structural Equation Modeling - Partial Least Square. The results of the study show that self-altruism and green fruitfulness have a positive and significant effect on green consumption behavioral intention; self- altruism and green fruitfulness have a positive and significant effect on green intrinsic motivation; green intrinsic motivation has a positive and significant effect on green consumption behavioral intention. Also, green intrinsic motivation partially mediates the relationship between self-altruism and green frugality on green consumption behavioral intention.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116120206 |
| Uncontrolled Keywords: | Self-Altruism, Green Frugality, Green Intrinsic Motivation, Green Consumption Behavioral Intention. Self-Altruism, Green Frugality, Green Intrinsic Motivation, Green Consumption Behavioral Intention |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 15 Mar 2025 07:19 |
| Last Modified: | 15 Mar 2025 07:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94919 |
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