Nabila, Devyra (2025) PENGARUH GREEN PACKAGING DAN GREEN PRODUCT TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI MEDIASI (Studi Kasus Susu Ultra Milk). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Isu lingkungan hidup telah menjadi perhatian global karena secara langsung mempengaruhi kelangsungan hidup manusia. Salah satu faktor pemicunya adalah kurangnya pengelolaan limbah plastik secara efektif. Penelitian ini disusun untuk menguji serta menganalisis dampak dari green packaging dan green product terhadap purchase decision, dengan brand image berperan sebagai variabel mediasi. Sampel sebanyak 120 responden diperoleh dari populasi milenial di Jabodetabek melalui teknik purposive sampling dan perhitungan menggunakan software GPower. Metode kuantitatif diterapkan dalam studi ini, dengan analisis data menggunakan pendekatan SEM alternatif, yaitu Partial Least Square (PLS), dan diolah dengan aplikasi SmartPLS 3.2.9. Penelitian ini membuktikan bahwa green packaging, green product dan brand image berpengaruh positif dan signifikan terhadap purchase decision. Brand image tidak mampu memediasi green packaging terhadap purchase decision. Brand image mampu memediasi green product terhadap purchase decision secara parsial. Environmental issues have become a global concern as they directly affect human survival. One of the triggering factors is the lack of effective plastic waste management. This study was designed to test and analyze the impact of green packaging and green products on purchase decisions, with brand image acting as a mediating variable. A sample of 120 respondents was obtained from the millennial population in Jabodetabek through purposive sampling technique and calculation using GPower software. Quantitative methods were applied in this study, with data analysis using an alternative SEM approach, namely Partial Least Square (PLS), and processed with the SmartPLS 3.2.9. application. This study proves that green packaging, green product and brand image have a positive and significant effect on purchase decision. Brand image is unable to mediate green packaging on purchase decision. Brand image is able to partially mediate green product on purchase decision.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010049 |
| Uncontrolled Keywords: | Kemasan Ramah Lingkungan, Produk Ramah Lingkungan, Keputusan Pembelian, Citra Merek Green Packaging, Green Product, Purchase Decision, Brand Image |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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: | ZAIRA ELVISIA |
| Date Deposited: | 27 Aug 2025 02:01 |
| Last Modified: | 27 Aug 2025 02:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97135 |
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