PENGARUHGREENWASHINGPERCEPTIONTERHADAPGREEN PURCHASEINTENTIONDIMEDIASIPERCEIVEDBETRAYALDAN BRANDIMAGEDANDIMODERASIENVIRONMENTAL RESPONSIBILITY (SURVEI PADAPRODUKSAMSUNGGALAXYSERISDIDAERAH ISTIMEWAYOGYAKARTA)

NURDIYANSAH, YUSUF (2025) PENGARUHGREENWASHINGPERCEPTIONTERHADAPGREEN PURCHASEINTENTIONDIMEDIASIPERCEIVEDBETRAYALDAN BRANDIMAGEDANDIMODERASIENVIRONMENTAL RESPONSIBILITY (SURVEI PADAPRODUKSAMSUNGGALAXYSERISDIDAERAH ISTIMEWAYOGYAKARTA). Other thesis, UPN Veteran Yogyakarta.

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Abstract

Penelitian ini membahas pengaruh greenwashing perception terhadap
green purchase intention pada konsumen Samsung galaxy seri S di Daerah
Istimewa Yogyakarta, dengan peran perceived betrayal dan brand image sebagai
variabel mediasi serta environmental responsibility sebagai variabel moderasi.
Penelitian ini menggunakan metode kuantitatif dengan data primer yang diperoleh
melalui survei kuesioner. Jumlah sampel sebanyak 130 responden dipilih
menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa
greenwashing perception memiliki pengaruh signifikan terhadap perceived
betrayal dan brand image. Perceived betrayal dan brand image secara signifikan
memengaruhi green purchase intention, dengan brand image dan perceived
betrayal berperan sebagai mediator yang menguatkan hubungan antara
greenwashing perception dan green purchase intention. Selain itu, environmental
responsibility ditemukan memoderasi hubungan antara greenwashing perception
dan green purchase intention.
Kata kunci: greenwashing perception, green purchase intention, perceived
betrayal, brand image, environmental responsibility.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	greenwashing perception, green purchase intention, perceived betrayal, brand image, environmental responsibility.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	A.Md Eko Suprapti
Date Deposited:	25 Apr 2025 02:50
Last Modified:	25 Apr 2025 02:50
URI:	http://eprints.upnyk.ac.id/id/eprint/42474

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