Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
Customer's Attitude Of Green Brand Towards Customer Purchase Intention
Skripsi, 026 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 10:17:40
Oleh : Zalfa Aliyya - 165264032 (zalfa.aliyya.mpem416@polban.ac.id)
Dibuat : 2021-02-16, dengan 4 file
Keyword : Green Brand, Green Food, Purchase Intention
Research on consumer attitudes green brand towards consumer buying interest towardsgreen products, driven by the need to understand the determinants of consumers in making purchases of green products in general and especially green food. This study aims to develop a comprehensive model and explore relationships between green brand positioning, green brand knowledge, attitude towards green brands, and purchase intention of environmentally friendly products. This study uses a quantitative method by distributing 400 questionnaires to consumers interested in green food in the area of Bandung, West Java. The research method used is by using PLS-SEM. Based on the results of processed research data, it founds that brand knowledge was green and green brand positioning, have a significant effect on buying intentions for environmentally friendly products as well as on green brand knowledge and green brand positioning, which has a significant effect on attitudes towards green brands. However, the results also show that the attitude towards green brands does not significantly affect buying intentions for environmentally friendly products. Keywords: Green Brand, Green Food, Purchase Intention.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-16 10:17:40
Oleh : Zalfa Aliyya - 165264032 (zalfa.aliyya.mpem416@polban.ac.id)
Dibuat : 2021-02-16, dengan 4 file
Keyword : Green Brand, Green Food, Purchase Intention
.
Deskripsi Alternatif :Research on consumer attitudes green brand towards consumer buying interest towardsgreen products, driven by the need to understand the determinants of consumers in making purchases of green products in general and especially green food. This study aims to develop a comprehensive model and explore relationships between green brand positioning, green brand knowledge, attitude towards green brands, and purchase intention of environmentally friendly products. This study uses a quantitative method by distributing 400 questionnaires to consumers interested in green food in the area of Bandung, West Java. The research method used is by using PLS-SEM. Based on the results of processed research data, it founds that brand knowledge was green and green brand positioning, have a significant effect on buying intentions for environmentally friendly products as well as on green brand knowledge and green brand positioning, which has a significant effect on attitudes towards green brands. However, the results also show that the attitude towards green brands does not significantly affect buying intentions for environmentally friendly products. Keywords: Green Brand, Green Food, Purchase Intention.
Beri Komentar ?#(0) | Bookmark
| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
Print ...
Kontributor...
- Supervisor : Dr. Mohamad Farid Najib, S.E., M.Si.
Co-Supervisor: Wahyu Rafdinal, S.E., M.M., Editor: Erlin Arvelina
Download...
File : DIRECTORY - 165264032.pdf
(910612 bytes)
File : CHAPTER 1 - 165264032.pdf
(318839 bytes)
File : CHAPTER 2 - 165264032.pdf
(66684 bytes)
File : CHAPTER 5 - 165264032.pdf
(32006 bytes)