CD Tesis

Pengaruh Pengetahuan dan Sikap Terhadap Keterlibatan dan Green Behavior Konsumen pada The Body Shop Pekanbaru

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RIKA PROMALESSY, NPM : 1010247755. The Effect of Knowledge and Attitude on the Participation and Green Behavior of Customers in Pekanbaru Body Shop, under the supervision of Sri Indarti and Lilis Sulistiyowati The present research was conducted at Pekanbaru Body Shop located in MALL SKA and MALL Ciputra Pekanbaru. It seeks to examine the direct and indirect effect of knowledge and attitude on green behavior through participation. The population includes all of the users and buyers of the Body Shop. The sample consisted of 150 people who were selected with a purposive sampling technique. The independent variables are knowledge and attitudes, the dependent variable is green behavior and the intervening variable is the participation. The data were analyzed using a path analysis using SPSS 17 for Windows. The results show that simultaneously, knowledge and attitude have a positive and significant effect on the green behavior. Individually, knowledge and attitude have a positive and significant effect on the green behavior. However, on participation, knowledge has a negative and significant effect; while attitude has a positive and significant effect. Knowledge and attitude have an indirect positive and significant contribution through participation on the green behavior. It is recommended that The Body Shop increase the customers knowledge and attitude by providing information of eco-friendly products, especially within Pekanbaru area. The Body Shop should give a training to the sales counters how to provide correct information to the customers of the eco-friendly products of the Body Shop.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 04.113 (0128)

Penerbit

Pekanbaru : Universitas Riau- Pasca - Manajemen Pemasaran., 2013

Deskripsi Fisik

x, 129 hlm.:ill.; 29 cm

Bahasa

ISBN/ISSN

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Klasifikasi

10 04.113 (0128)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Lubis

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