PENGARUH UTILITARIAN ENVIROMENTAL BENEFITS,GREEN BRAND INNOVATIVE DAN GREEN PERCEIVED VALUE TERHADAP GREEN BRAND LOYALTY DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL PEMODERASI STUDI EMPIRIS PADA KONSUMEN THE BODY SHOP DI INDONESIA

YUNFAJRI RAHMA NOFIASARI, RIRIN (2023) PENGARUH UTILITARIAN ENVIROMENTAL BENEFITS,GREEN BRAND INNOVATIVE DAN GREEN PERCEIVED VALUE TERHADAP GREEN BRAND LOYALTY DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL PEMODERASI STUDI EMPIRIS PADA KONSUMEN THE BODY SHOP DI INDONESIA. Masters thesis, Universitas Andalas.

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Abstract

PENGARUH UTILITARIAN ENVIROMENTAL BENEFITS,GREEN BRAND INNOVATIVENESS DAN GREEN PERCEIVED VALUE TERHADAP GREEN BRAND LOYALTY DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL PEMODERASI STUDI EMPIRIS PADA KONSUMEN THE BODY SHOP DI INDONESIA Tesis oleh Yunfajri Rahma Nofiasari Pembimbing I : Prof. Dr. Ratni Prima Lita, S.E., M.M Pembimbing II : Dr. Verinita, S.E., M.Si ABSTRAK Penelitian ini bertujuan untuk mengetahui dan membuktikan pengaruh utilitarian environmental benefits, green brand innovativeness dan green perceived value terhadap green brand loyaltydalam menggunakan produk The Body Shop, selain itu penelitian ini juga bertujuan menguji peran dari green knowledge sebagai pemoderasi hubungan antara green brand innovativeness dengan green perceived value. Jumlah sampel yang digunakan adalah 111 orang konsumen di seluruh Indonesia yang rutin menggunakan produk The Body Shop. Pengumpulan data dan informasi dilakukan dengan menggunakan google form. Metode analisis data untuk membuktikan kebenaran hipotesis adalah menggunakan Path Analysis yang diolah dengan menggunakan bantuan software Smart PLS 3.97. Berdasarkan hasil pengujian hipotesis ditemukan utilitarian environmental benefits, green brand innovativeness dan green knowledge berpengaruh signifikan terhadap green perceived value yang dirasakan konsumen di Indonesia pada saat menggunakan produk The Body Shop. Dari hasil pengujian juga ditemukan green perceived value berpengaruh signifikan terhadap green brand loyalty dalam menggunakan produk The Body Shop. Pada tahapan hasil pengujian ditemukan green knowledge tidak mampu memperkuat atau memperlemah hubungan antara green brand innovativeness dengan green perceived value pada penggunan produk The Body Shop di seluruh Indonesia. Kata Kunci: Utilitarian Environemtal Benefits, Green Brand Innovativeness, Green Perceived Value, Green Knowledge dan Green Brand Loyalty. ix PENGARUH UTILITARIAN ENVIROMENTAL BENEFITS,GREEN BRAND INNOVATIVE DAN GREEN PERCEIVED VALUE TERHADAP GREEN BRAND LOYALTY DENGAN GREEN KNOWLEDGE SEBAGAI VARIABEL PEMODERASI STUDI EMPIRIS PADA KONSUMEN THE BODY SHOP DI INDONESIA Thesis By Yunfajri Rahma Nofiasari Advisor I : Prof. Dr. Ratni Prima Lita, S.E., M.M Advisor II : Dr. Verinita, S.E., M.Si ABSTRACT This study aims to determine and prove the effect of utilitarian environmental benefits, green brand innovativeness and green perceived value on green brand loyalty in using The Body Shop products. In addition, this study also aims to examine the role of green knowledge as a moderator of the relationship between green brand innovativeness and green perceived value.The number of samples used is 111 consumers throughout Indonesia who regularly use The Body Shop products. Data and information collection is done by using google form. The data analysis method to prove the truth of the hypothesis is to use Path Analysis which is processed using the Smart PLS 3.97 software. Based on the results of hypothesis testing, it was found that utilitarian environmental benefits, green brand innovativeness and green knowledge have a significant effect on green perceived value felt by consumers in Indonesia when using The Body Shop products. From the test results it was also found that green perceived value has a significant effect on green brand loyalty in using The Body Shop products. At the test results stage it was found that green knowledge was not able to strengthen or weaken the relationship between green brand innovativeness and green perceived value in the use of The Body Shop products throughout Indonesia. Keywords: Utilitarian Environmental Benefit, Green Brand Innovativeness, Green Perceived Value,Green Knowledge Green Brand Loyalty.

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