Stefania, Stefania (2024) PENGARUH E-WOM, WILLINGNESS PAY PREMIUM PRICE DAN ENVIRONMENTAL AWARENESS TERHADAP PURCHASE INTENTION PRODUK ECO-FASHION COLLECTION MEREK UNIQLO DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) STEFANIA (115210192)
(B) PENGARUH E-WOM, WILLINGNESS TO PAY PREMIUM PRICE DAN
ENVIRONMENTAL AWARENESS TERHADAP PURCHASE
INTENTION PRODUK ECO-FASHION COLLECTION MEREK
UNIQLO DI JAKARTA
(C) xvii + 69 halaman + 19 tabel + 5 gambar + 17 lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak:
Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh yang
diberikan oleh e-word of mouth, willingness to pay a premium price, dan
environmental awareness terhadap purchase intention produk eco-fashion
pada brand fashion Uniqlo eco-friendly. Penelitian ini menggunakan
pendekatan kuantitatif dengan pemilihan sampel menggunakan teknik
purposive sampling dan non-probability sampling. Data dikumpulkan
dengan menggunakan kuesioner online, yakni google form. Berdasarkan
157 data yang berhasil dikumpulkan 3 data dieliminasi karena tidak sesuai
dengan kriteria responden penelitian, data kemudian diolah menggunakan
SmartPLS 4th. Dengan menggunakan analisa SmartPLS hasil analisa outer
loading diketahui bahwa seluruh variabel yang digunakan dalam penelitian
ini seperti e-word of mouth, willingness to pay a premium price,
environmental awareness dan purchase intention dinyatakan memenuhi
kriteria uji validitas dan reliabilitas (Cronbach’s Alpha > 0,05). Ketika suatu
penelitian dinyatakan telah lulus uji outer loading, maka dapat dilanjutkan
pada tahapan inner model untuk mengetahui pengaruh yang diberikan oleh
variabel eksogen terhadap endogen. Melalui uji inner model dapat diketahui
bahwa e-word of mouth, willingness to pay a premium price, dan
environmental awareness memberikan pengaruh secara positif dan
signifikan terhadap purchase intention pada produk eco-fashion pada brand
fashion Uniqlo eco-friendly.

(F) Daftar Pustaka 56 (2016-2025)
(G) LOUIS UTAMA S.E., M.M.

(A) STEFANIA (115210192)
(B) THE EFFECT OF E-WORD OF MOUTH, WILLINGNESS TO PAY A
PREMIUM PRICE AND ENVIRONMENTAL AWARENESS ON
PURCHASE INTENTION OF ECO-FASHION PRODUCTS OF
BRAND UNIQLO IN JAKARTA
(C) xvii + 69 pages + 19 tables + 5 pictures + 17 attachments
(D) MARKETING MANAGEMENT
(E) Abstract:
This study aims to determine whether there is an influence given by e-word
of mouth, willingness to pay a premium price, and environmental awareness
on the purchase intention of eco-fashion products on the Uniqlo ecofriendly
fashion
brand.
This
study
uses
a
quantitative
approach
with
sample

selection

using purposive sampling and non-probability sampling
techniques. Data were collected using an online questionnaire, namely
google form. Based on 157 data that were successfully collected, 3 data
were eliminated because they did not match the criteria of the research
respondents, the data was then processed using SmartPLS 4th. By using
SmartPLS analysis, the results of the outer loading analysis showed that all
variables used in this study such as e-word of mouth, willingness to pay a
premium price, environmental awareness and purchase intention were
declared to meet the validity and reliability test criteria (Cronbach's
Alpha> 0.05). When a study is declared to have passed the outer loading
test, it can be continued to the inner model stage to determine the influence
given by exogenous variables on endogenous. Through the inner model test,
it can be seen that e-word of mouth, willingness to pay a premium price,
and environmental awareness have a positive and significant influence on
purchase intention for eco-fashion products on the Uniqlo eco-friendly
fashion brand.

(F) REFERENCES 56 (2016-2025)
(G) LOUIS UTAMA S.E., 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: 30 Sep 2025 06:26
Last Modified: 30 Sep 2025 06:26
URI: https://repotest.untar.ac.id/id/eprint/48117

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