PENGARUH GREEN MARKETING STRATEGY, GREEN BRAND IMAGE, DAN ENVIRONMENTAL AWARENESS TERHADAP PURCHASE DECISION PRODUK TEH BOTOL SOSRO

NURHALIMAH, NISA (2025) PENGARUH GREEN MARKETING STRATEGY, GREEN BRAND IMAGE, DAN ENVIRONMENTAL AWARENESS TERHADAP PURCHASE DECISION PRODUK TEH BOTOL SOSRO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research goal to assess the role of Green Marketing Strategy, Green Brand Image, Environmental Awareness on Purchase Decision on Sosro Bottled Tea Products. The population is people who buy Sosro Bottle Tea products and live in JABODETABEK. The sample used in this study was 150 respondents using the formula Hair et al.,. The sample collection technique uses non-probability sampling with the method, namely purposive sampling. And utilizing a quantitative approach method. The data collection technique uses the distribution of questionnaires in the form of google forms with primary data sources. The data analysis method used is Partial Least Square (PLS). The outcomes show the Influence of Environmental Awareness, Green Brand Image, Green Marketing Strategy on Purchase Decision has a positive significant influence Keywords: Green Marketing Strategy, Green Brand Image, Environmental Awareness, Purchase Decision Penelitian tujuannya menganalisis pengaruh Green Marketing Strategy, Green Brand Image, Environmental Awareness Terhadap Purchase Decision Pada Produk Teh Botol Sosro. Populasi meliputi masyarakat yang membeli produk Teh Botol Sosro dan berdomisili di JABODETABEK. Sampel yang dipergunakan sebanyak 150 responden memanfaatkan rumus Hair et al.,. Teknik pengumpulan sampel memanfaatkan non-probability sampling metode yang dipergunakan yakni purposive sampling. Dan memanfaatkan metode pendekatan kuantitatif. Teknik pengumpulan data memanfaatkan distribusi kuesioner berupa google form sumber data primer. Metode analisis data yang dipergunakan yakni Partial Least Square (PLS). Hasil penelitian ini melihatkan Pengaruh Environmental Awareness, Green Brand Image, dan Green Marketing Strategy terhadap Purchase Decision mempunyai pengaruh positif signifikan. Kata Kunci: Green Marketing Strategy, Green Brand Image, Environmental Awareness, Purchase Decision

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121110125
Uncontrolled Keywords:	Green Marketing Strategy, Green Brand Image, Environmental Awareness, Purchase Decision
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 304 Factors Affecting Social Behaviour/Faktor-faktor yang Mempengaruhi Tingkah Laku Sosial > 304.2 Human Ecology/Ekologi Manusia > 304.28 Environmental Abuse/Penyalahgunaan Lingkungan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	20 Jan 2026 02:27
Last Modified:	20 Jan 2026 02:27
URI:	http://repository.mercubuana.ac.id/id/eprint/100632

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