PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PRODUCTS PURCHASE INTENTION PADA KONSUMEN AIR MINUNM DALAM KEMASAN DI WILAYAH JABODETABEK

HERLISA FEBRIYANTI, . (2021) PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PRODUCTS PURCHASE INTENTION PADA KONSUMEN AIR MINUNM DALAM KEMASAN DI WILAYAH JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Herlisa Febriyanti, 2021: Pengaruh Green Brand Positioning dan Green Brand Knowledge terhadap Green Products Purchase Intention pada Konsumen Air Minum Dalam Kemasan di Wilayah Jabodetabek. Skripsi, Jakarta: Pendidikan Bisnis, Fakultas Ekonomi, Universitas Negeri Jakarta. Tim Pembimbing: Drs. Nurdin Hidayat, M.M., M.Si. dan Ryna Parlyna, M.B.A Tujuan dari penelitian ini adalah untuk menganalisis pengaruh green brand positioning dan green brand knowledge terhadap green products purchase intention. Desain penelitian yang digunakan adalah deskriptif dan kausal, sedangkan teknik pemilihan sampel yang digunakan adalah pusposive sampling. Metode pengumpulan data menggunakan metode survei. Sampel dalam penelitian ini adalah Konsumen Air Minum Dalam Kemasan dan berdomisili di wilayah Jabodetabek disertai adanya kegiatan transaksi minimal tiga kali dalam satu bulan terakhir. Total sampel yang digunakan adalah 200 Responden. Pilot study dilakukan pada 30 Responden. Alat analisis yang digunakan dalam penelitian ini adalah IBM SPSS Statistik 22 dan AMOS 21. Hasil dari penelitian ini menunjukkan, (1) Green Brand Positioning berpengaruh positif terhadap Green Brand Knowledge, (2) Green Brand Positioning berpengaruh positif terhadap Green Products Purchase Intention dan (3) Green Brand Knowledge berpengaruh positif terhadap Green Products Purchase Intention. Kata Kunci: Green Brand Positioning, Green Brand Knowledge, Green Products Purchase Intention, Air Minum Dalam Kemasan, Danone-Aqua ABSTRACT Herlisa Febriyanti, 2021: The Influence of Green Brand Positioning and Green Brand Knowledge on Green Products Purchase Intention of Bottled Drinking Water Consumers in the Jabodetabek Area. Thesis, Jakarta: Business Education, Faculty of Economics, Universitas Negeri Jakarta. Advisory Team: Drs. Nurdin Hidayat, M.M., M.Si. and Ryna Parlyna, M.B.A. The purpose of this study was to analyze the influence of green brand positioning and green brand knowledge on green products purchase intention of bottled drinking water consumers in the Jabodetabek Area. The research design was used by descriptive and causal, while the sample selection technique was used by purposive sampling. The data collection method used the survey method. The Sample in this study are the bottled drinking water consumer who lives in Jabodetabek Area and they consumed Danone-Aqua products and also they consumed at least once in the last mounts. The total sample in this study amounted to 200 respondents. A pilot study was conducted on 30 respondents. The analytical tool used in this study is IBM SPSS Statistic 22 and AMOS 21. The results of this study indicate that, (1) Green Brand Positioning has a positive effect on Green Brand Knowledge, (2) Green Brand Positioning has a positive effect on Green Products Purchase Intention and (3) Green Brand Knowledge has a positive effect on Green Products Purchase Intention. Keywords: Green Brand Positioning, Green Brand Knowledge, Green Products Purchase Intention, Bottled Drinking Water, Danone-Aqua

Item Type:	Thesis (Sarjana)
Additional Information:	1). Drs. Nurdin Hidayat, M.M., M.Si ; 2). Ryna Parlyna, M.B.A
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 9577 not found.
Date Deposited:	02 Mar 2021 07:58
Last Modified:	02 Mar 2021 07:58
URI:	http://repository.unj.ac.id/id/eprint/13897

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