Analisis Pengaruh Niat Beli Konsumen Pada Produk Berlabel Ramah Lingkungan(Studi Penelitian Pada Mahasiswa Umum di Jawa Tengah)

AlRasyid, M. Ghaniey and , Ihwan Susila, S.E., M.Si., Ph.D. (2022) Analisis Pengaruh Niat Beli Konsumen Pada Produk Berlabel Ramah Lingkungan(Studi Penelitian Pada Mahasiswa Umum di Jawa Tengah). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the impact of green brands, green product equality, product association and advertising on the environment for purchasing intentions of products with friendly labels. This research method uses quantitative methods which are used to examine certain samples, namely the sample of student in the Central Java area. Sampling using non-probability sampling with rhe number of repondents as many as 113 respondents and the data used using primary data in the form of questionaires. The analytical methid used is multiple regresion method. The study obtainde the followign results: (1) Brand Credibility has a positive and sgnificant effect on consumer purchase intention. (2) Equity of green products has an insignificant effect on the purchase intentions of enviromentally friendlly product. (3) The Association of green product has a significant positive effect on consumers purchase intention of products labeled enviormentally friendly. (4) Advertisement of green prducts have an insignificant negative effect on purchase intentions of products labeled as friendly environment.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Kredibilitas Merk Hijau, Asosiasi merk hijau, Ekuitas Merk Hijau, iklan prodouk hijau, niat beli konsumen
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: M. GHANIEY AL RASYID
Date Deposited: 13 May 2022 06:42
Last Modified: 13 May 2022 06:42
URI: http://eprints.ums.ac.id/id/eprint/99542

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