Wulandari, Catur (2023) PENGARUH GREEN PRODUCT DAN GREEN PROMOTION TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the influence of green product (X1) and green promotion (X2) on purchase intention (Y) with brand image (Z) as an intervening variabel on Fore Supermal Karawaci customer. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were the customer of Fore Supermal Karawaci aged 17 years or above. The sample of this research is 105 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with SmartPLS 3.0 analysis tool. This study has the following results: (1) Green Product have a positive but not significant effect on Purchase Intention. (2) Green Promotion has a positive but not significant effect on Purchase Intention. (3) Brand Image has a positive and significant effect on Purchase Intention (4) Green Product has a positive and significant effect on Brand Image. (5) Green Promotion has a positive and significant effect on Brand Image. (6) Green Product has a positive and significant effect on Purchase Intention mediated by Brand Image. (7) Green Promotion has a positive and significant effect on Purchase Intention which is mediated by Brand Image.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh green product (X1) dan green promotion (X2) terhadap purchase intention (Y) dengan dimediasi oleh brand image (Z) pada konsumen Fore Supermal Karawaci. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen Fore Supermal Karawaci berusia di atas 17 tahun. Sampel penelitian ini berjumlah 105 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.0. Penelitian ini memiliki hasil : (1) Green Product berpengaruh positif namun tidak signifikan terhadap Purchase Intention. (2) Green Promotion berpengaruh positif namun tidak signifikan terhadap Purchase Intention. (3) Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention. (4) Green Product berpengaruh positif dan signifikan terhadap Brand Image. (5) Green Promotion berpengaruh positif dan signifikan terhadap Brand Image. (6) Green Product berpengaruh positif dan signifikan terhadap Purchase Intention yang dimediasi oleh Brand Image. (7) Green Promotion berpengaruh positif dan signifikan terhadap Purchase Intention yang dimediasi oleh Brand Image. | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Green Product, Green Promotion, Brand Image, dan Purchase Intention Keywords: Green Product, Green Promotion, Brand Image, and Purchase Intention. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Mrs Catur Wulandari | |||||||||
| Date Deposited: | 20 Dec 2023 14:52 | |||||||||
| Last Modified: | 20 Dec 2023 14:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31638 |
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