PENGARUH ECO LABEL & ECO-FRIENDLY TERHADAP PURCHASE DECISION DENGAN GREEN ATTITUDE SEBAGAI VARIABEL MEDIASI PADA PRODUK KEMASAN SUSU ULTRA MILK

SIANIPAR, GLORY HOTDIN OCTAVIANA BR (2025) PENGARUH ECO LABEL & ECO-FRIENDLY TERHADAP PURCHASE DECISION DENGAN GREEN ATTITUDE SEBAGAI VARIABEL MEDIASI PADA PRODUK KEMASAN SUSU ULTRA MILK. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Pemanasan global disebabkan oleh berbagai hal, mulai dari peningkatan suhu bumi dan juga volume limbah yang mencemari lingkungan. Berbagai inovasi dilakukan dalam menjaga dan merawat lingkungan, salah satunya dengan pengembangan produk dan kemasan yang ramah terhadap lingkungan. Penelitian ini bertujuan untuk mengkaji pengaruh Eco label dan Eco-Friendly terhadap Purchase Decision dengan Green Attitude sebagai variabel mediasi pada kemasan produk susu Ultra Milk. Penelitian ini menggunakan teori tree bottom line, purchase decision, green attitude, eco label, dan eco friendly sebagai acuannya yang didapat melalui penelitian terdahulu. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah responden sebesar 195. Analisis data penelitan menggunakan data statistik dalam bentuk SEM-PLS dengan melakukan pengujian pada inner model dan outer model serta analisis jalur. Penelitian ini membuktikan bahwa eco label berpengaruh positif dan signifikan terhadap green attitude. Eco-friendly berpengaruh positif dan signifikan terhadap green attitude. Green attitude berpengaruh positif dan signifikan terhadap purchase decision. Eco label berpengaruh positif namun tidak signifikan terhadap purchase decision. Eco-friendly berpengaruh positif dan signifikan terhadap purchase decision. Green attitude mampu memediasi eco label terhadap purchase decision secara parsial. Green attitude mampu memediasi eco-friendly terhadap purchase decision secara penuh. Global warming is caused by various things, ranging from an increase in the earth's temperature and also the volume of waste that pollutes the environment. Various innovations are carried out in maintaining and caring for the environment, one of which is by developing products and packaging that is friendly to the environment. This study aims to examine the influence of Eco label and Eco-Friendly on Purchase Decision with Green Attitude as a mediating variable in the packaging of milk product from Ultra Milk. This research uses tree bottom line theory, purchase decision, green attitude, eco label, and eco friendly as a reference obtained through previous research. This research uses a quantitative approach with a total of 195 respondents. Research data analysis uses statistical data in the form of SEM-PLS by testing the inner and outer models as well as path analysis. This research proves that eco label has positive effect and significant on green attitude. Eco-friendly has positive effect and significant on green attitude. Green attitude has positive effect and significant on purchase decision. Eco label has positive effect but its no significant on purchase decision. Eco-friendly has positive effect and significant on purchase decision. Green attitude can partially mediate eco label on purchase decision. Green attitude is able to mediate eco-friendly in purchase decisions completely.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43120110078
Uncontrolled Keywords:	Purchase Decision, Green Attitude, Eco label, Eco Friendly, Ultra Milk, Tetra Pak
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:	22 Jan 2025 07:51
Last Modified:	24 Jan 2025 07:02
URI:	http://repository.mercubuana.ac.id/id/eprint/93694

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