The Effect of Green Product Attribute Towards Purchase Decision With Green Price as Moderate Variable on the Body Shop Product (Survey on the Body Shop Consumers in Bandung)

APRIKO, Davi ZAhra (2018) The Effect of Green Product Attribute Towards Purchase Decision With Green Price as Moderate Variable on the Body Shop Product (Survey on the Body Shop Consumers in Bandung). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The Body Shop is beauty product or cosmetic product which show their green product or environmental friendly product, which is their value plus of company, green product here is product which safe for environment, people also the nature. In 1967, The Body Shop started their business and now they already become one of icon of green product in cosmetic industry. In Indonesia, The Body Shop already came since 1992, and now they have more than 100 outlets, which spread in some of big city in Indonesia such as, Jakarta, Bandung, Surabaya, Medan, Makassar, etc. This research is a study about the effect of green product attributes towards perception about green product, then also effected towards purchase intention and effected too on purchase decision which moderated by green price. Using Amos as the analysis tool, the result of hypothesis testing using Ttest is in the following data: (1) Eco-label has positive effect on perception about green product. (2) Packaging has no effect on perception about green product. (3) Ingredients has positive effect on perception about green product. (4) Perception about green product has positive effect on purchase intention. (5) Purchase intention has positive effect on purchase decision. (6) Green price not moderate the effect between purchase intention and purchase decision.

Item Type: Thesis (Skripsi)
Nomor Inventaris: C18058
Uncontrolled Keywords: Green Product, Purchase Intention, Purchase Decision, Product Attribute, Green Price.
Subjects: D > D63 Decision making
P > P668 Purchasing
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Mrs Endang Kasworini
Date Deposited: 28 Jul 2020 01:49
Last Modified: 28 Jul 2020 01:49
URI: http://repository.unsoed.ac.id/id/eprint/4544

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