Pelangi Puspa Dewanti, - (2024) PENGARUH ECO BRAND AVOSKIN TERHADAP GREEN REPURCHASE INTENTION DENGAN PERAN MEDIASI PERCEIVED PRICE PADA KONSUMEN BEAUTY PRODUCTS DI INDONESIA. S2 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini mengkaji dampak eco brand dari Avoskin terhadap niat pembelian ulang hijau (green repurchase intention) dengan mempertimbangkan peran perceived price sebagai variabel mediasi pada konsumen produk kecantikan di Indonesia. Dalam konteks eco-branding, kualitas merek yang ramah lingkungan dan persepsi harga memainkan peran penting dalam membangun loyalitas dan keputusan pembelian ulang konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif-verifikatif dan melibatkan 400 responden pengguna produk Avoskin sebagai sampel. Teknik pengambilan sampel dilakukan dengan purposive sampling, dan analisis data dilakukan menggunakan path analysis. Hasil penelitian menunjukkan bahwa eco brand Avoskin memiliki pengaruh positif dan signifikan terhadap niat pembelian ulang hijau. Selain itu, eco brand juga memiliki dampak positif dan signifikan terhadap perceived price, dan perceived price secara positif mempengaruhi niat pembelian ulang hijau. Perceived price memediasi hubungan antara eco brand dan niat pembelian ulang hijau. Temuan ini menekankan pentingnya eco brand dalam meningkatkan niat pembelian ulang, dengan perceived price berperan sebagai mediator dalam hubungan tersebut. This study examines the impact of Avoskin's eco brand on green repurchase intention, considering the role of perceived price as a mediating variable among beauty products consumers in Indonesia. In the context of eco-branding, the environmental friendliness of the brand and perceived price play crucial roles in building consumer loyalty and purchase decisions. This research uses a quantitative approach with a descriptive-verificative method and involves 400 respondents using Avoskin products as the sample. Sampling was conducted using purposive sampling, and data analysis was performed using path analysis. The results show that Avoskin's eco brand has a positive and significant effect on green repurchase intention. Additionally, the eco brand also has a positive and significant impact on perceived price, and perceived price positively influences green repurchase intention. Perceived price mediates the relationship between eco brand and green repurchase intention. These findings highlight the importance of eco brand in enhancing repurchase intention, with perceived price serving as a mediator in this relationship.
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| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Chairul Furqon: 5994043 Ayu Krishna Yuliawati: 5977407 |
| Uncontrolled Keywords: | Eco Brand, Perceived Price, Green Repurchase Intention. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Pelangi Puspa Dewanti |
| Date Deposited: | 25 Nov 2024 07:16 |
| Last Modified: | 25 Nov 2024 07:16 |
| URI: | http://repository.upi.edu/id/eprint/128678 |
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