PENGARUH ENVIRONMENTAL AWARENESS, GREEN BRAND IMAGE, DAN GREEN ADVERTISING TERHADAP PURCHASE DECISION PADA SABUN CUCI TANGAN CAIR BIORE

SALMAN, KINA BAHRU (2025) PENGARUH ENVIRONMENTAL AWARENESS, GREEN BRAND IMAGE, DAN GREEN ADVERTISING TERHADAP PURCHASE DECISION PADA SABUN CUCI TANGAN CAIR BIORE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of: 1) Environmental Awareness on purchase decisions for Biore liquid hand soap. 2) Green Brand Image on purchase decisions for Biore liquid hand soap. 3) Green Advertising on purchase decisions for Biore liquid hand soap. The sample selection criteria included respondents who had purchased liquid hand soap at least once and consumers aged 18 years and over. Data were collected using a questionnaire via Google Form. Data analysis was performed using SmartPLS 3.0 software for Structural Equation Modeling (SEM). The results of this study found that Environmental Awareness, Green Brand Image, and Green Advertising had a positive and significant influence on purchase decisions. Keywords: Environmental Awareness, Green Brand Image, Green Advertising and Purchase Decision Penelitian ini bertujuan untuk mengetahui. Pengaruh 1) Environmental Awareness terhadap purchase decsion terhadap sabun cuci tangan cair biore. 2) Green Brand Image terhadap purchase decsion terhadap sabun cuci tangan cair biore. 3) Green Advertising terhdap purchase decsion terhadap sabun cuci tangan cair biore. Kriteria pemilihan sample melibatkan responden yang minimal pernah membeli produk sabun cuci tangan cair sekali, serta konsumen dengan rentang usia 18 > 50 tahun. Data dikumpulkan menggunakan kuisioner melalui google form. Analisis data dilakukan dengan menggunakan perangkat lunak SmartPLS 3.0 untuk stuructural Equation Modelling (SEM). Hasil penelitian ini menemukan bahwa Environmental Awareness, Green Brand Image, Dan Green Advertising berpengaruh positif dan signifikan terhadap purchase decision. Kata kunci : Environmental Awareness, Green Brand Image, Green Advertising dan Purchase Decision

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010080
Uncontrolled Keywords:	Environmental Awareness, Green Brand Image, Green Advertising dan 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	20 Jan 2026 03:55
Last Modified:	20 Jan 2026 03:55
URI:	http://repository.mercubuana.ac.id/id/eprint/100646

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