Novia, Novia (2019) Pengaruh Green Brands, Attitude, dan Knowledge terhadap Purchase Intention pada Botol Minum Ramah Lingkungan oleh Warga Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian yang dilakukan bertujuan untuk mengetahui pengaruh green brands, attitude, dan knowledge terhadap purchase intention pada botol minum ramah lingkungan oleh warga Batam. Variabel independen yang digunakan dalam penelitian ini adalah green brands, attitude, dan knowledge, sedangkan variabel dependen adalah purchase intention. Sampel penelitian adalah warga Batam yang menggunakan botol minum ramah lingkungan merek Tupperware, Lock & Lock, dan Lion Star. Kuesioner yang disebarkan berjumlah 280 lembar. Pada hasil pengumpulan dan pengecekan jawaban kuesioner, hanya 186 lembar kuesioner yang dapat digunakan untuk penelitian. Metode yang digunakan untuk pengambilan sampel penelitian adalah dengan purposive sampling. Data penelitian yang sudah sesuai kriteria akan diuji menggunakan program SPSS versi 22.0 dan Smart PLS 3.0. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan positif antara variabel green brands, dan attitude terhadap purchase intention. Selain itu juga ditemukan hubungan pengaruh signifikan positif antara variabel knowledge terhadap attitude. Sedangkan variabel knowledge tidak memiliki pengaruh signifikan terhadap purchase intention. Variabel knowledge juga tidak mampu memperkuat pengaruh green brands terhadap purchase intention. ********************************************************************** The research aims to determine the effects of green brands, attitude, and knowledge towards purchase intention on green bottle by people in Batam. The independent variables used in this research are green brands, attitude, and knowledge, and the dependent variable is purchase intention. The research sample consists of people in Batam who are using Tupperware, Lock & Lock, and Lion Star brand bottle. A total of 280 questionnaires were utilized. However only 186 of them could be used for this research. Purposive sampling is used as a method in sampling the population. Research data that has been in according with criteria will be analyzed using SPSS program version 22.0 and Smart PLS 3.0. The result of the research shows that there are positive significant effects between green brands and attitude towards purchase intention. Beside that, this research also found that there is a positive significant effect between knowledge towards attitude. However there is no positive significant effect between knowledge towards purchase intention. Knowledge also shows no moderating effect on the relation between green brands toward purchase intention.
| Item Type: | Thesis (Undergraduate) |
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| Additional Information: | Similarity: 20 |
| Uncontrolled Keywords: | green brands, attitude, knowledge, purchase intention |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | School of Economic and Business > Accounting |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 27 Feb 2019 11:10 |
| Last Modified: | 27 Feb 2019 11:10 |
| URI: | http://repository.uib.ac.id/id/eprint/1249 |
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