Pengaruh Green Campaign dan Brand Ambassador Terhadap Niat Pembelian Produk Skincare Avoskin

Pranastuti, Vanessa Gloria (2025) Pengaruh Green Campaign dan Brand Ambassador Terhadap Niat Pembelian Produk Skincare Avoskin. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Permasalahan lingkungan telah menjadi perhatian masyarakat. Hal tersebut mendorong pelaku bisnis kecantikan untuk bertanggung jawab pada lingkungan dengan menerapkan green campaign sebagai strategi pemasaran. Menggunakan pendekatan teori motivasi, penelitian ini menyelidiki faktor yang memengaruhi niat pembelian produk skincare Avoskin, seperti green campaign dan brand ambassador. Penelitian ini merupakan penelitian kuantitatif dengan data primer yang diperoleh melalui pengumpulan kuesioner online kepada konsumen produk Avoskin yang berusia minimal 15 tahun sebanyak 120 responden. Data yang diperoleh akan dianalisis menggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) melalui software SmartPLS. Hasil penelitian menunjukkan bahwa variabel green campaign berpengaruh positif terhadap niat pembelian pada produk skincare Avoskin. Kemudian, pada variabel brand ambassador berpengaruh positif terhadap niat pembelian pada produk skincare Avoskin. Pada variabel brand ambassador berpengaruh positif terhadap green campaign skincare Avoskin.
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Environmental issues have become a public concern. This encourages beauty businesses to take responsibility for the environment by implementing green campaigns as a marketing strategy. Using a motivational theory approach, this study investigates factors that influence the purchase intention of Avoskin skincare products, such as green campaigns and brand ambassadors. This research is a quantitative study with primary data obtained through the collection of online questionnaires to consumers of Avoskin products who are at least 15 years old as many as 120 respondents. The data obtained will be analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method through SmartPLS software. The results showed that the green campaign variable had a positive effect on purchasing intentions on Avoskin skincare products. Then, the brand ambassador variable has a positive effect on purchase intention on Avoskin skincare products. The brand ambassador variable has a positive effect on the Avoskin skincare green campaign.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Ambassador, Green Campaign, Niat Pembelian, Produk Kecantikan
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy) H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.155 Product life cycle.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Vanessa Gloria Pranastuti
Date Deposited:	31 Jan 2025 01:14
Last Modified:	31 Jan 2025 01:14
URI:	http://repository.its.ac.id/id/eprint/117332

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