Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh green product, social influence terhadap green repurchase intention yang dimediasi oleh attitude toward green pada mahasiswa pengguna tumbler di fakultas ekonomi dan bisnis universitas syiah kuala. sampel yang digunakan pada penelitian ini adalah mahasiswa pengguna tumbler di fakultas ekonomi dan bisnis universitas syiah kuala yang berjumlah 160 responden dan menggunakan kuesioner sebagai instrument pengumpulan data. teknik sampel yang digunakan non-probability sampling dengan metode purposive sampling. statistical product and service solution (spss) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabelvariabel yang terlibat. hasil penelitian menunjukkan bahwa green product berpengaruh positif signifikan terhadap green repurchase intention, social influence berpengaruh negatif signifikan terhadap green repurchase intention, green repurchase intention memiliki penagaruh positif signifikan terhadap attitude toward green, green product berpengaruh positif signifikan terhadap green repurchase intention yang dimediasi oleh attitude toward green, social influence berpengaruh negatif signifikan terhadap green repurchase intention terhadap attitude toward green. kata kunci: green product, social influence, green repurchase intention dan attitude toward green

ABSTRACT This study aims to measure the influence of Green Product, Social Influence on Green Repurchase Intention mediated by Attitude Toward Green on Student Tumbler Users at the Faculty of Economics and Business, Syiah Kuala University. The sample used in this study were Student Tumbler Users at the Faculty of Economics and Business, Syiah Kuala University totaling 160 respondents and using a questionnaire as a data collection instrument. The sampling technique used was Non-Probability Sampling with the Purposive Sampling method. Statistical Product And Service Solution (SPSS) was used as an analysis method to determine the influence between the variables involved. The results showed that Green Product had a significant positive effect on Green Repurchase Intention, Social Influence had a significant negative effect on Green Repurchase Intention, Green Repurchase Intention had a significant positive effect on Attitude Toward Green, Green Product had a significant positive effect on Green Repurchase Intention mediated by Attitude Toward Green, Social Influence had a significant negative effect on Green Repurchase Intention on Attitude Toward Green. Keywords: Green Product, Social Influence, Green Repurchase Intention dan Attitude Toward Green