AGRALAH, NATASHYA DESVANY KHARA (2021) PENGARUH AFFECT PADA PURCHASE INTENTIONS FORE COFFEE DENGAN MEDIASI GREEN BRAND ASSOCIATIONS DAN GREEN BRAND ATTITUDE. Skripsi thesis, Universitas Tarumanagara.
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Natashya Desvany Khara Agralah 115170217 JA.pdf Download (1MB) |
Abstract
The purpose of this study is to test the influence of affect on purchase intentions Fore Coffee with the mediation of green brand associations and green brand attitude. The population of this research is 200 Fore Coffee consumers who live in Jakarta. The method used in this study is convenience sampling, by distributing online questionnaires via google form. The data is processed using SmartPLS 3 software. The results of this study are green brand affect has a positive affect on green brand association, green brand attitude and green purchase intentions. Then, green brand associations have a positive affect on green brand attitude. Green brand associations cannot affect green purchase intentions. Green brand attitude has a positive affect on green purchase intentions. Green brand affect cannot affect green purchase intentions through the mediation of green brand associations. Green brand affect has a positive affect on green purchase intentions through green brand attitude. Tujuan dari penelitian ini adalah untuk menguji pengaruh affect pada purchase intentions Fore Coffee dengan mediasi green brand associations dan green brand attitude. Populasi dari penelitian ini adalah 200 konsumen Fore Coffee yang berdomisili di Jakarta. Metode yang digunakan dalam penelitian ini adalah convenience sampling, dengan meneyebarkan kuesioner secara online melalui google form. Data diolah dengan menggunakan software SmartPLS 3. Hasil dari penelitian ini adalah green brand affect memiliki pengaruh yang positif terhadap green brand association, green brand attitude dan green purchase intentions. Kemudian, green brand associations memiliki pengaruh yang positif terhadap green brand attitude. Green brand associations tidak dapat mempengaruhi green purchase intentions. Green brand attitude memiliki pengaruh yang positif terhadap green purchase intentions. Green brand affect tidak dapat mempengaruhi green purchase intentions melalui mediasi green brand associations. Green brand affect memiliki pengaruh yang positif terhadap green purchase intentions melalui green brand attitude.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 Jun 2022 07:12 |
| Last Modified: | 26 Jul 2023 06:51 |
| URI: | http://repository.untar.ac.id/id/eprint/36156 |
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