Febriani, Stevany (2019) Pengaruh Green Marketing Mix terhadap Green Product Purchase Intention pada Produk Innisfree di Jakarta dengan Consumer’s Attitude sebagai Variabel Mediasi. Masters thesis, Universitas Tarumanagara.
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Abstract
This study aimed to know effect of green marketing towards green product purchase intention on Innisfree products with consumer's attitude towards green product as the mediating variable. The data collection technique use questionnaires distributed to 400 respondents namely Innisfree consumers in Jakarta with purposive sampling method. The analysis method that used in this study was path analysis. The result showed that green marketing mix positively affect to consumer's attitude and consumer's attitude positively affect green product purchase intention. Green product and green price positively affect the green product purchase intention, green place and green promotion not positively affect to green product purchase intention. Consumer's attitude positively affect the green product purchase intention on Innisfree product. Consumer's attitude is mediated the green product, green price, green place and green promotion affect on green product purchase intention.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | TDI Family perpus |
| Date Deposited: | 05 Jun 2021 17:43 |
| Last Modified: | 05 Jun 2021 17:43 |
| URI: | http://repository.untar.ac.id/id/eprint/30646 |
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