PENGARUH GREEN PRODUCT KNOWLEDGE, BRAND IMAGE, PRICE DAN GREEN MARKETING TERHADAP PURCHASE INTENTION TUPPERWARE

Wahyuni Syuhada, . (2023) PENGARUH GREEN PRODUCT KNOWLEDGE, BRAND IMAGE, PRICE DAN GREEN MARKETING TERHADAP PURCHASE INTENTION TUPPERWARE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The growing green living trend among society has changed consumer behavior in consuming green products. Tupperware is the green company which has concept and commitment to take care the environment so it is used as an object of this research. The aim of this research is to know, to analyst and to prove the influence between Green Product Knowledge, Brand Image, Price and Green Marketing towards Purchase Intention Tupperware partially with quantitative method. The primary data of this research uses questionnaire answers which is distributed by google form on 100 respondent of x and millennial generation at least 17 years old also live in Jabodetabek. Besides that, the secondary data is still used as references to support this research. Sampling technique uses non probability sampling method with quota sampling through 5% error limit tolerance. Data analyst technique of this research uses descriptive and inferential analyst technique with software SmartPLS 4.0 as research tool and the result is that (1) Green Product Knowledge has a significant impact towards Purchase Intention. (2) Brand Image has a significant impact towards Purchase Intention. (3) Price has no influential and significant impact towards Purchase Intention. (4) Green Marketing has a significant impact towards Purchase Intention.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1910111120] [Pembimbing : Nobelson] [Penguji 1 : Maria Assumpta Wikantari] [Penguji 2 : Dienni Ruhjatini Sholihah]
Uncontrolled Keywords: Green Product Knowledge, Brand Image, Price, Green Marketing, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Wahyuni Syuhada
Date Deposited: 23 Mar 2024 15:42
Last Modified: 23 Mar 2024 15:42
URI: http://repository.upnvj.ac.id/id/eprint/27826

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