PENGARUH GREEN PERCEIVED QUALITY DAN E-WOM ADOPTION TERHADAP KEPUTUSAN PEMBELIAN WANGSA JELITA (Studi pada Beauty Vlogger di Beauty Enthusiast Community)

Jesica Miranda Soselisa, - (2021) PENGARUH GREEN PERCEIVED QUALITY DAN E-WOM ADOPTION TERHADAP KEPUTUSAN PEMBELIAN WANGSA JELITA (Studi pada Beauty Vlogger di Beauty Enthusiast Community). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Jesica Miranda Soselisa (1404458), "The Effect of Green Perceived Quality and E-Wom Adoption on Purchase Decisions (Study on Beauty Vlogger at the Beauty Enthusiast Community)". Under Dr. Lili Adi Wibowo, S.Pd., S.Sos., M.M. and Lisnawati, S.Pd., M.M. Environmental-based purchasing decisions are a concept in purchase behavior where consumers decide to act or do something. The selection of products made by consumers is still based on price without considering the risks that will be experienced by consumers. Green products have been implemented in several industries in Indonesia, one of them is cosmetic industry. Wangsa Jelita as a product that supports a balance between consumer health and environmental conditions, has a significant decline in market share. This study aims to obtain (1) the description of green perceived quality, (2) the description of e-wom adoption, (3) the description of purchasing decisions and (4) the effect of green perceived quality and e-wom adoption on purchasing decisions. The type of research used is descriptive and verification. The method used is explanatory survey with probability sampling technique and the number of samples is 101 respondents. The data analysis technique used is Structural Equation Modeling. The findings of this study indicate that the description of green perceived quality, e-wom adoption and purchase decision are in the good category. Green perceived quality and e-wom adoption have a positive and significant influence on purchasing decisions. Keywords: Green Marketing; Consumer Behavior; Green Cosmetics; Green Perceived Quality; E-wom Adoption; Purchase Decision; Wangsa Jelita

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Green Marketing, Consumer Behavior, Kosmetik Ramah Lingkungan Green Perceived Quality; E-wom Adoption;Keputusan Pembelian; Wangsa Jelita
Subjects:	H Social Sciences > HC Economic History and Conditions L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Perkantoran
Depositing User:	Jesica Miranda
Date Deposited:	06 May 2021 08:10
Last Modified:	06 May 2021 08:10
URI:	http://repository.upi.edu/id/eprint/60598

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