DAMPAK GREEN PRODUCT TERHADAP GREEN PURCHASE INTENTION AMDK ADES MELALUI MEDIASI GREEN ATTITUDE: Survei terhadap Generasi Z di Kota Bandung

Azmi Nurul Aulia, - (2024) DAMPAK GREEN PRODUCT TERHADAP GREEN PURCHASE INTENTION AMDK ADES MELALUI MEDIASI GREEN ATTITUDE: Survei terhadap Generasi Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Baca Full Text klik disini
[img] Text
S_PEM_2009913_Title.pdf
Download (4MB)
[img] Text
S_PEM_2009913_Chapter1.pdf
Download (1MB)
[img] Text
S_PEM_2009913_Chapter2.pdf
Restricted to Staf Perpustakaan
Download (780kB)
[img] Text
S_PEM_2009913_Chapter3.pdf
Download (1MB)
[img] Text
S_PEM_2009913_Chapter4.pdf
Restricted to Staf Perpustakaan
Download (1MB)
[img] Text
S_PEM_2009913_Chapter5.pdf
Download (158kB)
[img] Text
S_PEM_2009913_Appendix.pdf
Restricted to Staf Perpustakaan
Download (10MB)
Official URL: https://repository.upi.edu/

Abstract

Polusi plastik telah menjadi perhatian karena merupakan salah satu permasalahan lingkungan yang sedang dihadapi oleh masyarakat. Salah satu sampah plastik yang menyebabkan meningkatnya jumlah timbunan sampah berasal dari botol air minum dalam kemasan (AMDK). Ades, sebagai salah satu merek Air Minum Dalam Kemasan (AMDK) yang mempromosikan green product, dihadapkan pada tantangan dalam meningkatkan green purchase intention di kalangan generasi Z di Kota Bandung. Penelitian ini bertujuan untuk memperoleh gambaran green product yang dipengaruhi oleh green purchase intention melalui mediasi green attitude. Penelitian ini menggunakan pendekatan kuantitatif dan deskriptif. Teknik sampel menggunakan purposive sampling sebanyak 200 responden generasi Z di Kota Bandung. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil temuan menunjukkan gambaran green product, green attitude, dan green purchase intention berada pada kategori tinggi. Selain itu, terdapat pengaruh positif antara variabel green product terhadap green attitude, green attitude terhadap green purchase intention, tetapi pengaruh negatif dan tidak signifikan green product terhadap green purchase intention, dan ditemukan pula pengaruh tidak langsung antara green product terhadap green purchase intention yang dimediasi oleh green attitude. Ades diharapkan untuk meningkatkan daya tarik produknya serta mengomunikasikan nilai tambah dari produk Ades secara lebih efektif. Plastic pollution has become a concern because it is one of the environmental problems being faced by society. One of the plastic waste that causes an increasing amount of landfill comes from bottled drinking water (AMDK) bottles. Ades, as one of the bottled drinking water (AMDK) brands that promotes green products, is faced with the challenge of increasing green purchase intention among generation Z in Bandung City. This study aims to obtain an overview of green products that are influenced by green purchase intention through green attitude mediation. This research uses a quantitative and descriptive approach. The sample technique used purposive sampling as many as 200 generation Z respondents in Bandung City. The data analysis technique used Partial Least Square-Structural Equation Modeling (PLS-SEM). The findings show that the description of green product, green attitude, and green purchase intention is in the high category. In addition, there is a positive influence between green product variables on green attitude, green attitude on green purchase intention, but a negative and insignificant effect of green product on green purchase intention, and there is also an indirect effect between green product on green purchase intention mediated by green attitude. Ades is expected to increase the attractiveness of its products and communicate the added value of Ades products more effectively.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?user=ElcFaqMAAAAJ&hl=id&authuser=1 ID SINTA Dosen Pembimbing: Eka Surachman: 5979141 Asep Miftahuddin: 6750370
Uncontrolled Keywords: Produk Hijau, Sikap Hijau, Niat Beli Hijau, Ades Green Product, Green Attitude, Green Purchase Intention, Ades
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Azmi Nurul Aulia
Date Deposited: 30 Sep 2024 03:04
Last Modified: 30 Sep 2024 03:04
URI: http://repository.upi.edu/id/eprint/125873

Actions (login required)

View Item View Item