ANALISIS PENGARUH SENSITIVITAS HARGA TERHADAP PERILAKU PEMBELIAN KONSUMEN AVOSKIN DI KOTA PALEMBANG: PENGAPLIKASIAN TEORI PERILAKU TERENCANA

Wulandari, Siska (2024) ANALISIS PENGARUH SENSITIVITAS HARGA TERHADAP PERILAKU PEMBELIAN KONSUMEN AVOSKIN DI KOTA PALEMBANG: PENGAPLIKASIAN TEORI PERILAKU TERENCANA. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyse the direct effect and indirect effect of the extended TPB constructs by adding price sensitivity variables on Avoskin consumers' green purchasing behaviour, which is mediated by green purchasing intention. Data was obtained from 191 respondents and processed using smart PLS 3. The results of this study found that attitude and behavioural control have a significant positive relationship with Avoski's purchase intention, behavioural control and green purchase intention have a direct effect on green purchasing behaviour. Then there is another hypothesis tested, namely subjective norms have a positive effect on Avoskin's green skincare green purchasing behaviour. For the mediation relationship itself, green purchasing intention can mediate attitudes towards Avoskin green skincare green purchasing behaviour, with a full mediation relationship. In addition, green purchasing intentions can mediate behavioural control on Avoskin's green skincare green purchasing behaviour, with a partial mediation relationship. However, green price sensitivity and subjective norms have no effect on green purchasing intentions. In addition, attitude and price sensitivity have no significant effect on Avoskin's green skincare green purchasing behaviour. In addition, green purchase intention does not mediate price sensitivity and subjective norms on Avoskin green skincare green purchasing behaviour. Keywords: Attitude, Subjective Norms, Behavioural Control, Price Sensitivity, Green Purchase Intention, Green Purchase Behaviour.

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