STUDY OF ECO CITY: ANALISIS GREEN CONSUMPTION INTENTION MELALUI GREEN BRAND IMAGE PADA MOBIL LISTRIK

Lydia Fadilla, . (2024) STUDY OF ECO CITY: ANALISIS GREEN CONSUMPTION INTENTION MELALUI GREEN BRAND IMAGE PADA MOBIL LISTRIK. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research analyzes the influence of Green Marketing Strategy and Green Brand Image on Green Purchase Intention at PT. Hyundai Kreasi Indonesia after the COVID-19 pandemic. The sample in this study was 400 respondents who were consumers of Hyundai electric cars in the Jakarta area. The analytical method used in this research was Structural Equation Modeling (SEM) with the SmartPLS test tool to test and confirm the relationship between the variables studied. Research findings show that Green Brand Image has a significant influence on the tendency to buy Hyundai products. This confirms that an environmentally friendly brand image is an important factor in influencing consumer purchasing decisions. This research also found that Green Marketing Strategy has an indirect influence on Green Purchase Intention through Green Brand Image. This suggests that superior service quality not only influences purchasing tendencies directly but also enhances the environmentally friendly brand image, which in turn influences purchasing decisions.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2210121007] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Maria Assumpta] [Penguji 2: Yudi Nur Supriadi ]
Uncontrolled Keywords: Green Marketing Strategy, Green Brand Image, Green Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: Lydia Fadilla
Date Deposited: 23 Jan 2024 01:35
Last Modified: 21 Mar 2024 04:53
URI: http://repository.upnvj.ac.id/id/eprint/28786

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