ANALISA PENGARUH ENVIRONMENTAL AWARENESS, ECO-LABEL, DAN GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AVOSKIN

Fathya Naza Abdullah, . (2024) ANALISA PENGARUH ENVIRONMENTAL AWARENESS, ECO-LABEL, DAN GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AVOSKIN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this study is to examine how environmental awareness, eco-labels, and green marketing influence the purchasing decisions of consumers regarding Avoskin skincare products. This research employs primary data for its analysis, utilizing a quantitative method with a population of Avoskin skincare users. A purposive sampling strategy was implemented, resulting in a sample size of 150 respondents. Data analysis was conducted using SmartPLS 4.0 to test the proposed hypotheses. The findings indicate that environmental awareness has a significant positive effect on purchasing decisions, while eco-labels also demonstrate a significant positive influence. Additionally, green marketing strategies employed by Avoskin are shown to effectively attract consumer interest and enhance purchasing decisions. The study concludes that both eco-labels and green marketing play crucial roles in shaping consumer behavior towards sustainable skincare products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111053] [Pembimbing: Alfatih S. Manggabarani ] [Penguji 1: Bernadin Dwi] [Penguji 2: Guntur Syahputra Saragih]
Uncontrolled Keywords: green marketing, environmental awareness, eco-labels, purchasing decision
Subjects: A General Works > AS Academies and learned societies (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: FATHYA NAZA ABDULLAH
Date Deposited: 17 Feb 2025 03:34
Last Modified: 17 Feb 2025 03:34
URI: http://repository.upnvj.ac.id/id/eprint/34660

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