Rizkia, Cahyaning Sasi (2026) Pengaruh Green Marketing Communication, Brand Activism, dan Brand Transparency Terhadap Ethical Brand Perception Pada Merek Fesyen SukkhaCitta. Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
22042010136.-cover.pdf Download (1MB) | Preview |
|
|
Text (Bab 1)
22042010136.-bab1.pdf Download (514kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Bab 2)
22042010136.-bab2.pdf Restricted to Repository staff only until 25 May 2029. Download (400kB) |
|
|
Text (Bab 3)
22042010136.-bab3.pdf Restricted to Repository staff only until 25 May 2029. Download (424kB) |
|
|
Text (Bab 4)
22042010136.-bab4.pdf Restricted to Repository staff only until 25 May 2029. Download (770kB) |
|
|
Text (Bab 5)
22042010136.-bab5.pdf Download (212kB) | Preview |
|
|
Text (Daftar Pustaka)
22042010136.-daftarpustaka.pdf Download (203kB) | Preview |
|
|
Text (Lampiran)
22042010136.-lampiran.pdf Restricted to Repository staff only until 2029. Download (6MB) |
Abstract
This study aims to analyze the influence of Green Marketing Communication, Brand Activism, and Brand Transparency on Ethical Brand Perception at SukkhaCitta. The study used a Likert scale and an associative quantitative methodology. The Slovin formula and non-probability sampling methods were used to obtain a sample of 156 respondents. After it was determined that the data met the classical assumptions, multiple linear regression was used for data analysis. The F-test, t-test, and coefficient of determination were used for testing. The findings show that, both concurrently and separately, all three characteristics have a positive and significant impact, with brand transparency being the most important. With an R2 score of 0.555, which indicates a 55.5% contribution, the study model is notable. The novelty of this study lies in the integration of these three variables within the context of sustainable fashion in Indonesia. Keywords: Brand Activism, Brand Transparency, Ethical Brand Perception, Green Marketing Communication, Sustainable Fashion.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Cahyaning Sasi Rizkia | ||||||||
| Date Deposited: | 25 May 2026 07:57 | ||||||||
| Last Modified: | 25 May 2026 08:40 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52410 |
Actions (login required)
 |
View Item |