Electronic Theses and Dissertation

ABSTRAK
Abstrak Tesis diserahkan kepada panitia Komisi Ujian untuk mendapatkan Gelar Magister Manajemen pada Fakultas Ekonomi dan Bisnis Universitas Syiah Kuala.
PENGARUH ENVIRONMENTAL KNOWLEDGE, GREEN BRAND IMAGE DAN RELIGIUSITAS TERHADAP NIAT BELI GREEN COSMETIC DIMEDIASI OLEH SIKAP
Oleh:
WARDYATUL FUADY HARAHAP
NPM: 2101202010052
Konsentrasi: Manajemen Pemasaran
Pembimbing Pertama : Dr. Amri, S.E., M.Si
Pembimbing Kedua : Dr. Halimatussakdiah, S.E., M.A
Penelitian ini bertujuan untuk menganalisis pengaruh environmental knowledge, green brand image dan religiusitas terhadap niat beli green cosmetic dimediasi oleh sikap di Kota Banda Aceh dan Aceh Besar. Sampel dalam penelitian ini merupakan masyarakat di Kota Banda Aceh dan Aceh Besar yang belum pernah membeli green cosmetic sebanyak 230 orang. Metode analisis dalam penelitian ini menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa environmental knowledge dan religiusitas berpengaruh terhadap sikap green cosmetic. Green brand image tidak berpengaruh terhadap sikap. Sikap dan environmental knowledge berpengaruh terhadap niat beli green cosmetic. Green brand image dan religiusitas tidak berpengaruh signifikan terhadap niat beli green cosmetic. Hasil uji pengaruh tidak langsung menunjukkan bahwa sikap dapat memediasi pengaruh environmental knowledge terhadap niat beli green cosmetic secara complementary partial mediation, sikap tidak dapat memediasi pengaruh antara green brand image terhadap niat beli green cosmetic dan sikap dapat memediasi secara penuh pengaruh religiusitas terhadap niat beli green cosmetic.
Kata Kunci: Environmental Knowledge, Green Brand Image, Religiusitas, Niat Beli Green Cosmetic, Sikap

ABSTRACT Abstract of Thesis submitted to the Examination Committee in partial fulfilment of the requirements for the degree of Master of Management on the Economics and Business Faculty of Syiah Kuala University. THE EFFECT OF ENVIRONMENTAL KNOWLEDGE, GREEN BRAND IMAGE AND RELIGIOSITY TOWARDS GREEN COSMETIC PURCHASE INTENTION MEDIATED BY ATTITUDE By: WARDYATUL FUADY HARAHAP NPM: 2101202010052 Specialization: Marketing Management Supervisor : Dr. Amri, S.E., M.Si Co-Supervisor : Dr. Halimatussakdiah, S.E., M.A The purpose of this research is to analyze the influence of environmental knowledge, green brand image and religiosity toward green cosmetic purchase intention mediated by attitude in Banda Aceh City and Aceh Besar. Sampel in this research are community in Banda Aceh City and Aceh Besar who have never bought green cosmetic, number of sample was 230 people. The method of analysis in this research used Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software program. The result of this research show that environmental knowledge and religiosity has significant effect toward green cosmetic attitude. Green brand image has insignificant effect toward green cosmetic attitude. Attitude and environmental knowledge has significant effect toward green cosmetic purchase intention. Green brand image and religiosity has insignificant effect toward green cosmetic purchase intention. The result of indirect effect show that attitude can mediate in complementary partial mediation the effect of environmental knowledge toward green cosmetic purchase intention, attitude can not mediate the effect of green brand image toward green cosmetic purchase intention and attitude can fully mediate the effect of religiosity toward green purchase intention. Keywords: Environmental Knowledge, Green Brand Image, Religiosity, Green Cosmetic Purchase Intention, Attitude