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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Business and Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 22828253     DOI : https://doi.org/10.29313/bcsbm.v2i1
Core Subject : Economy,
Economics, Econometrics & Finance
Bandung Conference Series Business and Management (BCSBM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen dan Bisnis dengan ruang lingkup Adjusted Exponential Smoothing, Bauran Produk, Capital Adequacy Ratio, Crash Program, Critical Path Method (CPM), Diagram Preventive, Diferensiasi Produk, Economic Order Quantity (EOQ), Harga, Internet Banking, Ishikawa, Kepuasan Kerja, Keputusan Pembelian, Keuntungan Maksimal, kualitas pelayanan, Lingkungan Kerja, Loan to Deposit Ratio, loyalty consumers, manajemen proyek, Manajemen Rantai Pasok, Matriks SCOR, Metode Hungarian Peramalan, metode lintasan kritis (CPM) brand image, metode Service quality, Metode Simpleks, Mixed-Product Proyek, model Kano network planning, Non Performing Loan Pelayanan Jasa, Pemeliharaan, perputaran persediaan dan piutang, Production Process, Profit, proyek pembangunan, Purchase Of Raw Materials, Rantai Pasok, return on investment, SCOR Kinerja, Service Quality, Simplex Method, Turnover Intention Kinerja, Waktu dan Biaya, Optimal Penugasan Kerja. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "1229-1238" : 1 Documents clear
Pengaruh Eco-Label terhadap Green Purchase Intention melalui Perceived Eco-Friendly Brand pada Konsumen Susu Ultra: Studi pada Konsumen Gen Z di Kota Bandung Asy Syifa Az Zahra; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management 1229-1238
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26037

Abstract

Abstract. This research is motivated by the phenomenon of the global environmental crisis and high consumption of packaged liquid milk, which leads to increased packaging waste, thereby demanding green communication on product packaging to address information asymmetry and greenwashing skepticism among Generation Z. The objects of this study are Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention on Ultra Milk products. The purpose of this study is to determine the effect of Eco-label on Green Purchase Intention through Perceived Eco-friendly Brand. The data used in this study is primary data. The population used is Generation Z consumers in Bandung City who have consumed Ultra Milk. The sampling method used purposive sampling and obtained a sample of 100 respondents. This study uses a quantitative method with descriptive and verificative approaches. The analysis techniques used are path analysis and the Sobel Test. The results showed that Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention are in the good category. Partially, Eco-label affects Perceived Eco-friendly Brand, Perceived Eco-friendly Brand affects Green Purchase Intention, and Eco-label does not directly affect Green Purchase Intention. Meanwhile, Perceived Eco-friendly Brand is proven to fully mediate the effect of Eco-label on Green Purchase Intention. Abstrak. Penelitian ini dilatarbelakangi oleh fenomena maraknya krisis lingkungan global dan tingginya tingkat konsumsi susu cair kemasan yang berdampak pada peningkatan sampah kemasan, sehingga menuntut pentingnya komunikasi hijau pada kemasan produk untuk mengatasi kesenjangan informasi serta skeptisisme greenwashing di kalangan Generasi Z. Objek dalam penelitian ini adalah Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention pada produk susu Ultra Milk. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Eco-label terhadap Green Purchase Intention melalui Perceived Eco-friendly Brand. Data yang digunakan dalam penelitian ini adalah data primer. Populasi yang digunakan yaitu konsumen Generasi Z di Kota Bandung yang pernah mengonsumsi susu Ultra Milk. Metode pengambilan sampel menggunakan purposive sampling dan diperoleh sampel sebanyak 100 responden. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan Sobel Test. Hasil penelitian menunjukkan bahwa Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention berada dalam kategori baik. Secara parsial, Eco-label berpengaruh terhadap Perceived Eco-friendly Brand, Perceived Eco-friendly Brand berpengaruh terhadap Green Purchase Intention, dan Eco-label tidak berpengaruh secara langsung terhadap Green Purchase Intention. Sementara itu, Perceived Eco-friendly Brand terbukti memediasi secara penuh pengaruh Eco-label terhadap Green Purchase Intention.

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