Augtiah, Imfrianti and ., Drs.Wiyadi, M.M., Ph.D and ., Ihwan Susila, SE., M.Si., Ph.D (2021) Pengaruh Green Product Attributes, Green Advertising, Dan Green Brand Image Terhadap Keputusan Pembelian Dengan Consumer Attitude Sebagai Variabel Mediasi. Thesis thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The objectives of this study were (1) to analyze the effect of green product attributes on purchasing decisions mediated by consumer attitude, (2) to analyze the effect of green advertising on purchasing decisions mediated by consumer attitude, (3) to analyze the effect of green brand image on purchasing decisions. mediated by consumer attitude, and (4) to analyze the effect of consumer attitude towards purchasing decisions.This study used a quantitative approach with an associative design. The population used in this study were consumers of The Body Shop cosmetic products who usually purchase The Body Shop cosmetic products online at The Body Shop's official store. The data collection technique used in this study was questionnaire distribution. Hypothesis testing in this study was carried out using path analysis with the help of SPSS and mediation analysis with SPSS macro PROCESS version V3.0 (Hayes, 2013).The results showed (1) Consumer Attitude significantly mediates the effect of green product attributes on purchasing decisions, (2) Consumer Attitude significantly mediates the effect of green advertising on purchasing decisions, (3) Consumer Attitude significantly mediates the effect of green brand image on purchasing decisions, and (4) Consumer attitude has a positive and significant effect on purchasing decisions.
| Item Type: | Karya ilmiah (Thesis) |
|---|---|
| Uncontrolled Keywords: | Green product attributes, green advertising, green brand image, consumer attitude, purchase decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Pasca Sarjana > Magister Manajemen |
| Depositing User: | IMFRIANTI AUGTIAH |
| Date Deposited: | 19 Jun 2021 03:10 |
| Last Modified: | 19 Jun 2021 03:10 |
| URI: | http://eprints.ums.ac.id/id/eprint/92059 |
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