RAKA, HENDRA WIBISONO (2024) PENGARUH BRAND IMAGE TERHADAP GREEN PURCHASING GREEN PRODUCT DENGAN ECOLITERACY SEBAGAI MODERASI DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Mahasiswa Angkatan 2020 UIN Raden Intan Lampung). Diploma thesis, UIN Raden Intan Lampung.
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Abstract
ABSTRAK Kondisi pemanasan global masih menjadi topik hangat di masyarakat, Ecoliteracy menjadi bagian penting untuk mengukur pengetahuan masyarakat terhadap lingkungan berkelanjutan. Berdasarkan hasil pra riset peneliti menunjukkan bahwa walaupun masyarakat mengetahui pentingnya green product serta dengan mudah menemukan, minat beli mereka masih rendah oleh sebab itu peneliti ingin melakukan penelitian lebih lanjut untuk menjawab rumusan masalah dalam penelitian ini yaitu apakah brand image berpengaruh secara parsial terhadap green purchase, apakah ecoliteracy memoderasi hubungan antara brand image serta green purchase dan bagaimana brand image, green purchase dan ecoliteracy dalam perspektif Islam. Tujuan penelitian ini adalah untuk menjawab rumusan masalah tersebut. Teori yang digunakan green behaviour menurut Sigmund Freud adalah perilaku menjaga dan memelihara lingkungan hidup yang dilakukan karena adanya kesadaran dan rasa tanggung jawab atas kelestarian alam semesta. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada mahasiswa UIN raden Intan Lampung. Sampel dalam penelitian ini adalah 99 responden. Metode pengumpulan data dilakukan dengan penyebaran kuesioner. Metode analisis data menggunakan SEM (struktural equation modeling) dengan menggunakan part least square dan pengolahan data dilakukan menggunakan software smartpls 3. Hasil penelitian menunjukkan bahwa hipotesis pertama didukung, yaitu tinggi brand image (x) maka semakin tinggi green purchase (y). Hipotesis kedua diterima yaitu ecoliteracy (m) memperkuat hubungan antara brand image dan green purchase (y) secara signifikan. Dalam islam brand image, green purchase dan ecoliteracy termasuk ke dalam bentuk tanggung jawab manusia sebagai khalifah di muka bumi. Kata kunci : brand image, green purchase dan ecoliteracy. Abstract The condition of global warming is still a hot topic in society, Ecolitercy is an important part of measuring people's knowledge of a sustainable environment. Based on the results of the pre-research, the researchers showed that even though people know the importance of green products and find them easily, their buying interest is still low. Therefore, researchers want to conduct further research to answer the problem formulation in this study, namely whether brand image has a partial effect on green purchases, does ecolitercy moderate the relationship between brand image and green purchases and how brand image, green purchases and ecolitercy in an Islamic perspective. The purpose of this research is to answer the formulation of the problem. The theory used by green behavior according to Sigmund Freud is the behavior of protecting and maintaining the environment which is carried out because of awareness and a sense of responsibility for the preservation of the universe. This study uses a quantitative approach. This research was conducted on students of UIN Raden Intan Lampung. The sample in this study were 99 respondents. Methods of data collection is done by distributing questionnaires. The data analysis method uses SEM (structural equation modeling) using the least square part and data processing is carried out using smart pls3 software. The results showed that the first hypothesis was supported, namely the higher the brand image (x), the higher the green purchase (y). The second hypothesis is accepted, namely ecolitercy (m) significantly strengthens the relationship between brand image and green purchase (y). In Islam brand image, green purchasing and ecolitercy are included in the form of human responsibility as caliphs on earth. Keywords: brand image, green purchase and ecoliteracy.
Item Type: | Thesis (Diploma) |
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Subjects: | Manajemen Bisnis Syariah |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
Date Deposited: | 04 Sep 2024 03:01 |
Last Modified: | 04 Sep 2024 03:01 |
URI: | https://repository.radenintan.ac.id/id/eprint/35129 |
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