Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengkaji pengaruh green brand positioning dan green customer value terhadap green purchase intention, dengan attitude toward green brand sebagai variabel mediasi, pada konsumen produk the body shop di banda aceh. metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner tertutup kepada 150 responden yang dipilih menggunakan teknik purposive sampling. analisis data dilakukan dengan metode partial least square (pls) melalui perangkat lunak smartpls 4. hasil analisis menunjukkan bahwa green brand positioning dan green customer value memiliki pengaruh positif dan signifikan terhadap attitude toward green brand. selanjutnya, sikap terhadap merek hijau tersebut terbukti secara signifikan mendorong green purchase intention. temuan juga memperlihatkan bahwa attitude toward green brand memediasi hubungan antara green brand positioning dan green customer value terhadap green purchase intention. dengan demikian, strategi pemasaran hijau yang menciptakan positioning dan nilai pelanggan yang kuat dapat meningkatkan intensi beli terhadap produk ramah lingkungan, terutama bila didukung oleh sikap positif terhadap merek. kata kunci : green brand positioning, green customer value, attitude toward green brand, green purchase intention

ABSTRACT This research aims to analyze the effect of Green Brand Positioning and Green Customer Value on Green Purchase Intention, with Attitude Toward Green Brand serving as a mediating variable, among consumers of The Body Shop products in Banda Aceh. The research employs a quantitative approach, utilizing data collected through closed-ended questionnaires distributed to 150 respondents selected via purposive sampling. Data analysis was conducted using the Partial Least Squares (PLS) method with the assistance of SmartPLS 4 software. The findings reveal that both Green Brand Positioning and Green Customer Value exert a positive and significant influence on Attitude Toward Green Brand. Furthermore, Attitude Toward Green Brand was found to have a significant impact on Green Purchase Intention. The study also demonstrates that Attitude Toward Green Brand significantly mediates the relationship between Green Brand Positioning and Green Customer Value on Green Purchase Intention. These results suggest that effective green marketing strategies that emphasize strong brand positioning and customer-perceived value can enhance consumers' intention to purchase environmentally friendly products, particularly when supported by a favorable attitude toward the brand. Keyword : Green Brand Positioning, Green Customer Value, Attitude Toward Green Brand, Green Purchase Intention