Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
THE IMPACT OF GREEN BRAND POSITIONING AND GREEN BRAND KNOWLEDGE TOWARDS GREEN SKINCARE PRODUCTS PURCHASE INTENTION MEDIATED BY ATTITUDE
Pengarang
Getharina Amarsya - Personal Name;
Dosen Pembimbing
Muhammad Adam - 196206171988111001 - Dosen Pembimbing I
Halimatussakdiah - 197010301998032003 - Penguji
Iskandarsyah - 196511062000031001 - Penguji
Nomor Pokok Mahasiswa
1901102010064
Fakultas & Prodi
Fakultas Ekonomi dan Bisnis / Manajemen (S1) / PDDIKTI : 61201
Penerbit
Banda Aceh : Fakultas Ekonomi dan Bisnis., 2023
Bahasa
Indonesia
No Classification
658.834
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Tidak Tersedia Deskripsi
ABSTRACT The aim of this study is to investigate the influence of green brand positioning, green brand knowledge, attitude towards green skincare products, and green purchase intention in order to gain a better understanding of consumers' purchase intentions for green skincare products in Aceh. The questionnaire functions as a data collection tool for a survey of 190 individuals who are used as a sample of the research population. The population of this research are Banda Aceh's citizens who have never bought a green skincare product and intend to purchase it in the future. The sampling technique used is non-probability sampling in the convenience sampling technique. SEM are used as analytical methods to ascertain how various factors affect one another. Green brand positioning has a positive effect on green purchase intention while having no discernible influences on attitude towards green skincare products. Green Brand Knowledge positively affects attitude. Green Purchase Intention is influenced by green brand positioning, green brand knowledge, and attitude. However, Attitude has a significant mediating affect with Green Brand Knowledge but no discernible mediating affect with Green Brand Knowledge. Keywords: Green Brand Knowledge, Green Brand Positioning, Green Purchase Intention, Attitude, Green Skincare Product
PENGARUH GREEN BRAND IMAGE TERHADAP GREEN BRAND EQUITY DENGAN GREEN SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PRODUK THE BODY SHOP DI KOTA BANDA ACEH (Cut nurul fathia, 2015)
PENGARUH GREEN BRAND IMAGE TERHADAP GREEN BRAND LOYALTY DENGAN MEDIASI GREEN SATISFACTION DAN DAN GREEN TRUST PADA PENGGUNA SKINCARE AVOSKIN DI BANDA ACEH”. (Jildiana, 2025)
PENGARUH ENVIRONMENTAL ATTITUDE TERHADAP GREENRN RNPURCHASING BEHAVIOR YANG DIMEDIASI OLEH GREENRNMARKETING PERCEPTIONS DAN GREEN PURCHASINGRNWILLINGNESSRNRN( STUDI PADA KONSUMEN PRODUK THE BODY SHOP DIRNKOTA BANDA ACEH) (SALMINA, 2021)
PENGARUH ECOLABELED-ECOPRODUCT TERHADAP GREEN BUYING BEHAVIOUR DENGAN BRAND CREDIBILITY SEBAGAI VARIABEL MEDIASI PADA THE BODY SHOP BANDA ACEH ( IKHSAN MIZANI FURQAN, 2016)
PENGARUH SOCIAL MEDIA MARKETING TERHADAP RNPURCHASE INTENTION YANG DI MEDIASI OLEH BRAND RNAWARENESS DAN CONSUMER BRAND ENGAGEMENT RNPADA CALON PENGGUNA PRODUK KECANTIKAN RNWARDAH DI APLIKASI TIKTOKSHOP MAHASISWA KOTA RNBANDA ACEH (Isyatur Raziah, 2026)