PENGARUH GREEN MARKETING, GREEN TRUST DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION PADA AIR MINUM DALAM KEMASAN (AMDK) CLEO

ANUGRAHENI, CHITA DEWI (2023) PENGARUH GREEN MARKETING, GREEN TRUST DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION PADA AIR MINUM DALAM KEMASAN (AMDK) CLEO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of green marketing, green trust and green brand image on green purchase intention on Cleo Bottled Drinking Water (AMDK). This study was conducted on 125 respondents using a quantitative approach. The data analysis used is Structural Equation Modeling (SEM) with the SmartPLS analysis tool. The results showed that green marketing has a positive and significant effect on green purchase intention, green trust has a negative and insignificant effect on green purchase intention, green brand image has a positive and significant effect on green purchase intention. Keywords: Green Marketing, Green Trust, Green Brand Image, Green Purchase Intention Penelitian ini bertujuan untuk mengetahui pengaruh green marketing, green trust dan green brand image terhadap green purchase intention pada Air Minum Dalam Kemasan (AMDK) Cleo. Penelitian ini dilakukan terhadap 125 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan alat analisis SmartPLS. Hasil penelitian menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap green purchase intention, green trust berpengaruh negatif dan tidak signifikan terhadap green purchase intention, green brand image berpengaruh positif dan signifikan terhadap green purchase intention. Kata kunci: Green Marketing, Green Trust, Green Brand Image, Green Purchase Intention

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 109
Call Number:	SE/31/23/244
NIM/NIDN Creators:	43118120090
Uncontrolled Keywords:	Green Marketing, Green Trust, Green Brand Image, Green Purchase Intention
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.75 Specific Types of Data Files and Databases/Jenis Spesifik File Data dan Pangakalan Data > 005.759 Full-Text Database Management Systems/Sistem Manajemen Database Teks Penuh
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MILA RISKA
Date Deposited:	07 Jul 2023 07:04
Last Modified:	07 Jul 2023 07:07
URI:	http://repository.mercubuana.ac.id/id/eprint/78493

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