PENGARUH ENVIRONMENTAL AWARENESS DAN GREEN PERCEIVED QUALITY TERHADAP GREEN PURCHASE DECISION MELALUI GREEN TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK TUPPERWARE

KHOIRUNNISA, KHOIRUNNISA (2025) PENGARUH ENVIRONMENTAL AWARENESS DAN GREEN PERCEIVED QUALITY TERHADAP GREEN PURCHASE DECISION MELALUI GREEN TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK TUPPERWARE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Environmental Awareness and Green Perceived Quality on Green Purchase Decision through Green Trust as a Mediating Variable in Tupperware Products. The population in this study are people who buy Tupperware products and live in JABODETABEK. The sample used in this study was 161 respondents using the Hair et al. formula. The sample collection technique in this study used non-probability sampling with the method used, namely purposive sampling. And using a quantitative approach method. The data collection technique in this study used the distribution of questionnaires in the form of google forms with primary data sources. The data analysis method used is Partial Least Square (PLS). The results of this study indicate that Green Trust does not significantly mediate the relationship between Environmental Awareness and Green Purchase Decision. Conversely, it was found that Green Trust partially mediates the relationship between Green Perceived Quality and Green Purchase Decision. Keywords: Environmental Awareness, Green Perceived Quality, Green Purchase Decision, Green Trust Penelitian ini bertujuan untuk menganalisis pengaruh Environmental Awareness dan Green Perceived Quality Terhadap Green Purchase Decision Melalui Green Trust Sebagai Variabel Mediasi Pada Produk Tupperware. Populasi dalam penelitian ini adalah masyarakat yang membeli produk Tupperware dan berdomisili di JABODETABEK. Sampel yang digunakan dalam penelitian ini sebanyak 161 responden dengan menggunakan rumus Hair et al.,. Teknik pengumpulan sampel dalam penelitian ini menggunakan non-probability sampling dengan metode yang digunakan yaitu purposive sampling. Dan menggunakan metode pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini menggunakan penyebaran kuesioner berupa google form dengan sumber data primer. Metode analisis data yang digunakan adalah Partial Least Square (PLS). Hasil Penelitian ini menunjukan bahwa Green Trust tidak memediasi secara signifikan hubungan antara Environmental Awareness dan Green Purchase Decision. Sebaliknya, ditemukan bahwa Green Trust memediasi secara parsial hubungan antara Green Perceived Quality dan Green Pruchase Decision. Kata Kunci : Environmental Awareness, Green Perceived Quality, Green Purchase Decision, Green Trust

Item Type: Thesis (S1)
NIM/NIDN Creators: 43121010364
Uncontrolled Keywords: Environmental Awareness, Green Perceived Quality, Green Purchase Decision, Green Trust
Subjects: 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
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 17 Jan 2026 03:02
Last Modified: 17 Jan 2026 03:02
URI: http://repository.mercubuana.ac.id/id/eprint/100583

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