CD Skripsi

The Influence Of Green Knowledge, Green Awareness, Green Purchase Decision And Repurchase Intention Of Unilever Environmentally Friendly Product In Pekanbaru

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ABSTRACT
In the era of globalization and rapid industrial progress, increased business and production activities have had a negative impact on the environment, especially waste. This study aims to analyze the influence of green knowledge, green awareness, green purchase decision, and repurchase intention on the use of Unilever's environmentally friendly products among nature lover organizations that have high concern for the environment. Sampling was carried out using a non-probability sampling method with a purposive sampling technique. This study used a questionnaire distributed to 125 respondents, with the criteria of people in the city of Pekanbaru who are part of the green community and have used Unilever's environmentally friendly products. The analysis technique used is Path Analysis with the help of SPSS 24 software. The results of the study show that green knowledge has a positive and significant effect on green awareness, green knowledge has a positive and significant effect on purchasing decisions for environmentally friendly products, green awareness significantly influences purchasing decisions. Green knowledge has a significant effect on repurchase intention, green awareness has a significant effect on repurchase intention, green purchase decision has a significant effect on repurchase intention, green awareness has an indirect effect on repurchase intention through green purchase decision. Unilever is advised to strengthen its communication and consumer education strategies regarding environmentally friendly products. Information regarding product sustainability, such as composition, production process, and environmental impact, needs to be conveyed more transparently through packaging and digital media.
Keyword: Green Knowledge, Green Awareness, Green Purchase Decision, Repurchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112980

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112980

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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