Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh ecolabeled-ecoproduct terhadap green buying behaviour dengan brand credibility sebagai variabel mediasi. populasi penelitian ini adalah konsumen produk the body shop hermes mall banda aceh. sampel penelitian diambil menggunakan teknik convenience sampling dengan jumlah responden sebanyak 96 orang. metode analisis jalur (path analysis) causal step digunakan untuk mengukur besarnya pengaruh ecolabeled-ecoproduct terhadap green buying behaviour dengan brand credibility sebagai variabel mediasi. hasil penelitian menunjukkan bahwa, 1) ecolabeled-ecoproduct berpengaruh signifikan terhadap green buying behaviour pada pelanggan the body shop di banda aceh, 2) ecolabeled-ecoproduct berpengaruh signifikan terhadap brand credibility pada pelanggan the body shop di banda aceh, 3) brand credibility berpengaruh signifikan terhadap green buying behaviour pada pelanggan the body shop di banda aceh, 4) brand credibility memediasi secara penuh (fully mediated) pengaruh ecolabeled-ecoproduct terhadap green buying behaviour pada pelanggan the body shop di banda aceh. kata kunci: ecolabeled-ecoproduct, green buying behaviour, brand credibility abstract this research aims to find out the influence of ecolabeled-ecoproduct toward green buying behaviour and its impact on brand credibility. the population of this research are customer of the body shop in banda aceh. samples are drawn by using convenience sampling method. a total of 96 respondend were drawn. path analysis causal step method is used to analyze the influence of ecolabeled-ecoproduct on green buying behaviour with brand credibility as mediation variable. the results shows that 1) ecolabeled-ecoproduct has significant influence on green buying behaviour at customer of the body shop banda aceh, 2) ecolabeled-ecoproduct has significant influence on brand credibility at customer of the body shop banda aceh, 3) brand credibility has significant influence on green buying at customer of the banda aceh, 4) brand credibility fully mediated the influence of ecolabeled-ecoproduct on green buying behaviour at customer of the body shop banda aceh. keywords: ecolabeled-ecoproduct, green buying behaviour, brand credibility