Nasywa Fakhira, Nardiin (2024) PERAN GREEN TRUST SEBAGAI MEDIATOR HUBUNGAN ANTARA GREEN ADVERTISING DENGAN PURCHASE DECISION YANG DIMODERASI OLEH ECO-LABEL (Studi Pada Pengguna Produk The Body Shop Indonesia di Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect influence seen through the mediating role of green trust on the relationship between green advertising and purchase decisions as well as the role of eco-labels in moderating the relationship between green advertising and purchase decisions. This research uses quantitative descriptive research with questionnaires and literature studies as sources and methods of data collection. The sample used was obtained through convenience sampling with a total sample of 160 female respondents with an age range of 20 – 55 years who were residents of Tangerang. In data analysis, the software used is SmartPLS 4.1.0.0 using the Structural Equation Modeling (SEM) analysis method. The analysis that has been carried out shows that green advertising has an effect on purchase decisions, green advertising has an effect on green trust, green trust has an effect on purchase decisions, green trust is able to mediate the relationship between green advertising and purchase decisions, and eco-labels weaken the relationship between green advertising and purchase decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Tingginya tingkat kepedulian terhadap lingkungan akan mendorong individu untuk mengonsumsi produk ramah lingkungan dan mendorong perusahaan untuk menerapkan strategi pemasaran ramah lingkungan. Penelitian ini bertujuan untuk menguji pengaruh langsung dan tidak langsung yang dilihat melalui peran mediasi green trust terhadap hubungan antara green advertising dengan purchase decision serta peran eco-label dalam memoderasi hubungan antara green advertising dengan purchase decision. Penelitian ini menggunakan jenis penelitian deskriptif kuantitatif dengan kuesioner dan studi kepustakaan sebagai sumber dan cara pengumpulan data. Sampel yang digunakan diperoleh melalui convenience sampling dengan jumlah sampel yang digunakan sebanyak 160 responden wanita dengan rentang usia 20 – 55 tahun yang merupakan warga Tangerang. Dalam analisis data software yang digunakan adalah SmartPLS 4.1.0.0 dengan menggunakan metode analisis Structural Equation Modeling (SEM). Analisis yang telah dilakukan menunjukkan bahwa green advertising berpengaruh terhadap purchase decision, green advertising berpengaruh terhadap green trust, green trust berpengaruh terhadap purchase decision, green trust mampu memediasi hubungan antara green advertising dengan purchase decision, dan eco-label memperlemah hubungan antara green advertising dengan purchase decision. | |||||||||
| Uncontrolled Keywords: | Green Advertising, Purchase Decision, Green Trust, Eco-label Green Advertising, Purchase Decision, Green Trust, Eco-label | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Nardiin Nasywa Fakhira | |||||||||
| Date Deposited: | 05 Jul 2024 15:57 | |||||||||
| Last Modified: | 15 Jul 2024 15:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37648 |
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