PENGARUH GREEN BRAND IMAGE, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Pizza Hut Delivery Citra 6 di Jakarta Barat)

SYAPUTRA, ZOEL ANGGARA (2025) PENGARUH GREEN BRAND IMAGE, PROMOSI DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Pizza Hut Delivery Citra 6 di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of green brand image on purchasing decisions, to determine the effect of promotion on purchasing decisions, to determine the effect of price perception on purchasing decisions. The population in this study were all consumers of Cengkareng, West Jakarta. The sampling used purposive sampling. The sample used in this study was 155 respondents. Data were analyzed using SmartPLS 4.1. The results of this study indicate that green brand image has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, promotion has no positive and significant effect on purchasing decisions, and price perception has a positive and significant effect on purchasing decisions. Keywords : Green Brand Image, Promotion, Price Perception, Purchasing Decisions Penelitian ini bertujuan untuk mengetahui pengaruh green brand Image terhadap keputusan pembelian, untuk mengetahui pengaruh promosi terhadap keputusan pembelian, untuk mengetahui pengaruh persepsi harga terhadap keputusan pembelian. Populasi dalam penelitian ini adalah seluruh konsumen Cengkareng di Jakarta barat. Penarikan sampel menggunakan purposive sampling. Sampel yang digunakan dalam penelitian ini berjumlah 155 responden. Metode pengumpulan data menggunakan metode kuesioner. Data dianalisis menggunakan SmartPLS 4.1. Hasil penelitian ini menunjukkan bahwa green brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, promosi tidak berpengaruh positif dan signifikan terhadap keputusan pembelian, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Green Brand Image, Promosi, Persepsi Harga, Keputusan Pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43120110042
Uncontrolled Keywords: Green Brand Image, Promosi, Persepsi Harga, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 001 Knowledge/Ilmu Pengetahuan > 001.4 Research; Statistical Methods/Riset; Metode Statistik > 001.42 Reseach Methods/Metode Riset
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 10 Jan 2026 09:35
Last Modified: 10 Jan 2026 09:35
URI: http://repository.mercubuana.ac.id/id/eprint/100517

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