PENGARUH GREEN PRODUCT TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE DAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen AMDK Ades di Kabupaten Tangerang)

SARI, ADELLIA PERMANA (2025) PENGARUH GREEN PRODUCT TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE DAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen AMDK Ades di Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the effect of green product (X1) on purchase decision (Y) mediated by brand image (Z1) and perceived value (Z2) on AMDK Ades consumers in Tangerang Regency. The research method used is quantitative. This study collects data based on questionnaires and literature studies. The population in this study were AMDK Ades consumers in Tangerang Regency. The sample of this study was 160 respondents using purposive sampling and accidental sampling. The data analysis technique used in this study was Structural Equation Modeling (SEM) using the SmartPLS 4.0 Professional analysis tool. The results of this study indicate that: (1) Green Product has a positive and significant effect on Purchase Decision. (2) Green Product has a positive and significant effect on Brand Image. (3) Green Product has a positive and significant effect on Perceived Value. (4) Brand Image has a positive and significant effect on Purchase Decision. (5) Perceived Value has a positive and significant effect on Purchase Decision. (6) Brand Image is able to mediate the effect of Green Product on Purchase Decision. (7) Perceived Value is able to mediate the influence of Green Products on Purchase Decisions.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	SUPRIADI, ASEP	19690924001121001
Thesis advisor	NUPUS, HAYATI	197708122008122002

Additional Information:

Penelitian ini bertujuan untuk mengetahui pengaruh green product (X1) terhadap purchase decision (Y) dengan dimediasi oleh brand image (Z1) dan perceived value (Z2) pada konsumen AMDK Ades di Kabupaten Tangerang. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen AMDK Ades di Kabupaten Tangerang. Sampel penelitian ini berjumlah 160 responden dengan menggunakan purposive sampling dan accidental sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Green Product berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Green Product berpengaruh positif dan signifikan terhadap Brand Image. (3) Green Product berpengaruh positif dan signifikan terhadap Perceived Value. (4) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Perceived Value berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi pengaruh Green Product terhadap Purchase Decision. (7) Perceived Value mampu memediasi pengaruh Green Product terhadap Purchase Decision.

Uncontrolled Keywords:

Green Products, Brand Image, Perceived Value, Purchase Decisions. Produk Hijau, Citra Merek, Nilai yang dipersepsikan, Keputusan Pembelian.

Subjects:

H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Adellia Permana Sari

Date Deposited:

15 Aug 2025 06:37

Last Modified:

15 Aug 2025 06:37

URI:

http://eprints.untirta.ac.id/id/eprint/52068

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