SKRIPSI MBS

PERAN GREEN TRUST DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION PRODUK AVOSKIN DENGAN ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL INTERVENING

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ABSTRACK

This study aims to analyze the effect of green trust, and green brand image
on green purchase intention through attitude towards green product as an
intervening variable.
The method used in this research is quantitative method with non-probability
sampling technique with purposive sampling. The population includes all people in
Madiun City with a total observation of 150 samples, online data collection using
a questionnaire. Data analysis was carried out with a partial least square (PLS)
based structural equation model using Smart PLS 3.0 software.
Based on the results of the tests carried out, it can be concluded that green
trust and green brand image have a direct influence on green purchase intention,
green trust and green brand image have a direct influence on attitude towards
green products, and there is an indirect effect of green trust and green brand image
on green purchase intention mediated by attitude towards green products.
Keywords: Green Trust, Green Brand Image, Attitude Toward Green Product,
Green Purchase Intention, Avoskin.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 SIT p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 94 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Siti Mahmudah

Versi lain/terkait

Lampiran Berkas

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