PENGARUH GREEN MARKETING MIX TERHADAP PURCHASE INTENTION DENGAN ENVIRONMENTAL KNOWLEDGE SEBAGAI VARIABEL MODERATOR: SURVEI PADA TOKO FURNITURE MODERN

TUANKU RAFLIE DAMARAYUDHA, . (2023) PENGARUH GREEN MARKETING MIX TERHADAP PURCHASE INTENTION DENGAN ENVIRONMENTAL KNOWLEDGE SEBAGAI VARIABEL MODERATOR: SURVEI PADA TOKO FURNITURE MODERN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh green product terhadap purchase intention, pengaruh green price terhadap purchase intention, pengaruh green place terhadap purchase intention, pengaruh green promotion terhadap purchase intention, pengaruh green product terhadap purchase intention dengan environmental knowledge sebagai variabel moderator, pengaruh green price terhadap purchase intention dengan environmental knowledge sebagai variabel moderator, pengaruh green place terhadap purchase intention dengan environmental knowledge sebagai variabel moderator, pengaruh green promotion terhadap purchase intention dengan environmental knowledge sebagai variabel moderator. Metode pengumpulan data yang digunakan adalah metode survei dengan instrumen berupa kuesioner. Sampel penelitian yang dikumpulkan berjumlah minimal 200 responden yang berdomisili di Jabodetabek, berusia 17 tahun ke atas dan mengetahui merek IKEA, Software yang digunakan pada analisis data adalah SPSS dan SEM (Structural Equation Model) dari AMOS versi 26. Kata Kunci: green product, green price, green place, green promotion, environmental knowledge, purchase intention, IKEA. *** The purpose of this study is to determine the effect of green product on purchase intention, the effect of green price on purchase intention, the effect of green place on purchase intention, the effect of green promotion on purchase intention, the effect of green product on purchase intention with environmental knowledge as a moderator variable, the influence of green price on purchase intention with environmental knowledge as a moderator variable, the effect of green places on purchase intention with environmental knowledge as a moderator variable, the effect of green promotion on purchase intention with environmental knowledge as a moderator variable. The data collection method used is a survey method with an instrument in the form of a questionnaire. The research sample at least 200 respondents who live in greater Jabodetabek, aged 17 years and over and know the IKEA brand. Software used in data analysis is SPSS and SEM (Structural Equation Model) from AMOS version 26. Keywords: green product, green price, green place, green promotion, environmental knowledge, purchase intention, IKEA

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2). Ika Febrilia, SE, M.M
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 20603 not found.
Date Deposited:	19 Sep 2023 01:53
Last Modified:	19 Sep 2023 01:53
URI:	http://repository.unj.ac.id/id/eprint/42726

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