Skripsi

Pengaruh green packaging aqua life terhadap purchase intention melalui brand image (studi pada pengikut akun instagram @iddkp) / Elvina Rizky Susanti

Abstrak
Purchase intention is consumer behavior that is influenced by several factors in responding to product interest causing a desire to buy. The purpose of this study is to identify the effect of green packaging on purchase intention through brand image. Green packaging plays an important role in changing people s habits to switch to environmentally friendly products. In its implementation this study used a quantitative approach with a research sample of followers of the iddkp Instagram account as many as 155 respondents with criteria that had never purchased and who were interested in purchasing aqua life in the future. The use of good packaging will influence purchase intention because it fosters perceptions in the minds of consumers and is considered wise towards the environment so that it is not just for profit. Using descriptive analysis to determine the description of each variable and path analysis using SmartPLS software to determine the causal relationship between variables. The results obtained from this study indicate that there is a positive and significant influence between green packaging on purchase intention green packaging has a positive and significant effect on brand image brand image has a positive and significant effect on purchase intention and green packaging has an indirect effect on purchase intention through brand image. PT Aqua Golden Mississippi can use the opportunity for environmentally friendly product innovation as a differentiation strategy to increase sales because it has received a positive response from the community and a willingness to care for the environment.

Informasi Detail

DDC

SKRIPSI DIGITAL

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2023.

Deskripsi Fisik

xi, 16 lembar : ilus.

Bahasa

Indonesia

No Reg

1300/RS/23

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2023

Subjek

1. KONSUMEN - MINAT MEMBELI
2. MEREK, CITRA
3. CONSUMER - INTEREST TO BUY

Pembimbing

1. Rachmad Hidayat, S.pd, M.pd

Lampiran Berkas