JANNAH, RAHMA AULIA RHODATUL (2026) PENGARUH GREEN MARKETING, GREEN PRODUCT DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINUM DALAM KEMASAN MEREK CLEO. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
HAL COVER.pdf Download (730kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Registered users only Download (327kB) |
|
|
Text (BAB II)
BAB II.pdf Restricted to Registered users only Download (260kB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Registered users only Download (389kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (437kB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (175kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (259kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (633kB) |
Abstract
This study aims to determine the effect of Green Marketing, Green Product, and Green Brand Image on Purchasing Decisions. The population in this study were consumers who had previously purchased Cleo brand bottled drinking water products. The sample used in this study was 150 respondents. The sampling method used Non Probability Sampling with the technique used was Purposive Sampling. The data collection method in this study used a survey method, with a questionnaire research instrument via google form. The data analysis method used partial least square with Smart-PLS 4.0 software. The results of the hypothesis test in the study show that Green Marketing, Green Product, dan Green Brand Image has a positive and significant effect on purchasing decisions. Keywords: Green Marketing, Green Product, Green Brand Image, Purchase Decisions Penelitian ini bertujuan untuk mengetahui pengaruh Green Marketing, Green Product dan Green Brand Image terhadap Keputusan Pembelian. Populasi pada penelitian ini konsumen yang sudah pernah membeli produk air minum dalam kemasan Cleo. Sampel yang digunakan dalam penelitian ini adalah sebanyak 150 responden. Metode pengambilan sampel menggunakan Non Probability Sampling dengan teknik yang digunakan adalah Purposive Sampling. Metode pengumpulan data dalam penelitian ini menggunakan metode survei, dengan instrument penelitian kuesioner melalui google form. Analisis data yang digunakan adalah analisis statistik menggunakan Partial Least Square dengan Sofware Smart - PLS 4.0. Hasil uji hipotesis pada penelitian menunjukan bahwa Green Marketing, Green Product, dan Green Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kata Kunci: Pemasaran Hijau, Produk Hijau, Citra Merek Hijau, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43122010208 |
| Uncontrolled Keywords: | Pemasaran Hijau, Produk Hijau, Citra Merek Hijau, Keputusan Pembelian |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 333 Economic of Land and Energy/Ekonomi Tanah dan Energi Ekonomis > 333.7 Natural Resources and Energy, Environment/Sumber Daya Alam dan Energi, 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 16 Jul 2026 07:32 |
| Last Modified: | 16 Jul 2026 07:32 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/102480 |
Actions (login required)
 |
View Item |
