Pengaruh Green Labelling, Green Advertising, Green Branding, Dan Green Packaging Terhadap Green Purchase Intention. (Kasus : The Body Shop)/ Hendra Limas

Limas, Hendra (2014) Pengaruh Green Labelling, Green Advertising, Green Branding, Dan Green Packaging Terhadap Green Purchase Intention. (Kasus : The Body Shop)/ Hendra Limas. Skripsi thesis, Universitas Tarumanegara.

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Abstract

This research aims to find out the influence of Green Labelling, Green Advertising, Green Branding and Green Packaging to Green Purchase Intention (Case : The Body Shop Product ). There are five variables : Green Purchase Intention as dependent variable, while Green Labelling. Green Advertising, Green Branding and Green Packaging as the independent variables. The sample in this research are consumers who consume The Body Shop product at Indosiar office, Senayan City. The samples are taken by purposive sampling method. The research observes 150 respondents. The methods of analysis used in this research are multiple linier regression method, a test of classical assumption and hypothesis testing (t test, F test and the test of determination or R square). The examinations this research use SPSS 22 computer program. There are some results of research that has been found. Based on statistical t test, Green Labelling, Green Advertising and Green Branding have no significant influenced to Green Purchase Intention partially because the significant value than 0,05, but Green Packaging based on statistical t test have significant influenced to Green Purchase Intention with significant values less than 0,05. Meanwhile, based on statistical F test indicates that variables Green Labelling, Green Advertising, Green Branding and Green Packaging have significant influenced to Green Purchase Intention simultantly. Result of coefficient determination test showed that Green Labelling, Green Advertising, Green Branding and Green Packaging explained Green Purchase Intention 24,7%, and the rest (75,3%) is influenced by other variables outside the model.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 11 Jul 2018 09:41
Last Modified: 11 Jul 2018 09:41
URI: http://repository.untar.ac.id/id/eprint/4083

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