Stephanie, Hergian (2024) PENGARUH ENVIRONMENTAL KNOWLEDGE, WORD OF MOUTH, GREEN MARKETING DAN BRAND ATTITUDE TERHADAP PURCHASE INTENTION KONSUMEN THE BODY SHOP JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) HERGIAN STEPHANIE (115210177)
(B) THE INFLUENCE OF ENVIRONMENTAL KNOWLEDGE, WORD OF
MOUTH, GREEN MARKETING AND BRAND ATTITUDE ON CONSUMER
PURCHASE INTENTION OF THE BODY SHOP JAKARTA
(C) XVI + 86 Pages + 22 Tables + 6 Pictures + 8 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract:
Nowadays cosmetics have become an important part of everyday life for women
and are the main target. The increasing number of cosmetic brands that have
sprung up at home and abroad, provides various choices and considerations for
consumers in choosing cosmetic products so many cosmetic brands have spread
so that the innovation and characteristics of the brand will distinguish one brand
from another. One of them is the emergence of the green cosmetics industry. An
industry that sells cosmetics but uses ingredients that are more environmentally
friendly. This study aims to examine the effect of environmental knowledge, word
of mouth, green marketing and attitudes towards brands on purchase intention.
The population used in this study are consumers who know and use The Body
Shop cosmetic products. A total of 210 respondents were studied using a nonprobability

sampling method with purposive sampling technique. The analysis
technique uses the SmartPLS4 application with the Partial Least Square
Structural Equation Model (PLS-SEM) method. The results showed that all
independent variables such as environmental knowledge, word of mouth, green
marketing and brand attitude have a positive and significant influence on the
purchase intention of The Body Shop products.
Keywords: Environmental knowledge, word of mouth, green marketing, brand
attitude, purchase intention

(F) Reference list: 75 (1991-2024)
(G) Rodhiah Dra., M.M.

(A) HERGIAN STEPHANIE (115210177)
(B) PENGARUH ENVIRONMENTAL KNOWLEDGE, WORD OF MOUTH,
GREEN MARKETING DAN BRAND ATTITUDE TERHADAP PURCHASE
INTENTION KONSUMEN THE BODY SHOP JAKARTA
(C) XVI + 86 Halaman + 22 Tabel + 6 Gambar + 8 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak
Saat ini kosmetik telah menjadi bagian penting dalam kehidupan sehari-hari bagi
wanita dan menjadi incaran utama. Semakin banyaknya brand kosmetik yang
bermunculan di dalam dan luar negeri, memberikan berbagai pilihan dan
pertimbangan bagi konsumen dalam memilih produk kosmetik begitu banyak
merek kosmetik yang sudah tersebar sehingga inovasi dan ciri khas dari merek
yang akan membedakan satu merek dengan merek lainnya. Salah satunya adalah
munculnya industri green kosmetik. Industri yang menjual kosmetik tetapi
menggunakan bahan-bahan yang lebih ramah lingkungan. Penelitian ini bertujuan
menguji pengaruh pengetahuan lingkungan, mulut ke mulut, pemasaran hijau dan
sikap terhadap merek terhadap niat beli. Populasi yang digunakan dalam
penelitian ini adalah konsumen yang mengetahui dan menggunakan produk
kosmetik The Body Shop. Sebanyak 210 responden di teliti menggunakan metode
non probability sampling dengan teknik purposive sampling. Teknik analisis
menggunakan aplikasi SmartPLS4 dengan metode Partial Least Square
Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa
seluruh variabel independen seperti pengaruh lingkungan, mulut ke mulut,
pemasaran hijau dan sikap terhadap merek memiliki pengaruh yang positif dan
signifikan terhadap niat beli produk The Body Shop.
Kata kunci: Pengetahuan lingkungan, mulut ke mulut, pemasaran hijau, sikap
terhadap merek, niat beli.

(F) Daftar Pustaka; 75 (1991-2024)
(G) Rodhiah Dra., M.M.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 25 Jun 2025 04:39
Last Modified: 25 Jun 2025 04:39
URI: https://repotest.untar.ac.id/id/eprint/47346

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