TRISNAWATI, INTAN (2018) PENGARUH STRATEGI GREEN MARKETING, BRAND IMAGE DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP (Studi Kasus Lippo Mall Puri). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The reseach aims to identity the influence of green marketing strategy, brand image and product knowledge against decision to purchase the body shop. The respondents of this research are the people who live around the subdistrict of Lippo Mall Puri. This research was conducted with 145 respondents by using Convenience Sampling. SEM-PLS have employed in data analysis. The results of this green marketing has a positive and significantly effect on the purchase decison, brand image has a positive and significantly effect on the purchase decison and product knowledge has a positive and significantly effect on the purchase decision. Based on the research results, for the company, better understand the characteristics of consumers and what they need and want for the future The Body Shop can better reflect the image of the consumer. Thus the company will more easily attract consumers who have the same characteristics with the image of The Body Shop to buy The Body Shop products. Keyword: Green Marketing, Brand Image, Product Knowledge and Purchasing Desicion Penelitian ini untuk mengetahui pengaruh strategi Green Marketing, Brand Image dan Pengetahuan Produk Terhadap Keputusan Pembelian The Body Shop. Responden pada penelitian ini adalah masyarakat yang berada sekitar Lippo Mall Puri. Penelitian ini dilakukan terhadap 145 responden dengan menggunakan Convenience sampling . Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji t green marketing berpengaruh signifikan terhadap keputusan pembelian, brand image berpengaruh terhadap keputusan pembelian dan pengetahuan produk terhadap keputusan pembelian. Berdasakan hasil penelitian, bagi perusahaan, lebih memahami karakteristik dari konsumennya dan apa saja yang mereka butuhkan dan inginkan agar kedepannya The Body Shop dapat lebih mencerminkan citra dari konsumennya. Dengan demikian perusahaan akan lebih mudah menarik minat konsumen yang memiliki karakteristik yang sama dengan citra dari The Body Shop untuk membeli produk-produk The Body Shop. Kara Kunci: Green Marketing, Brand Image, Pengetahuan Produk terhadap Keputusan Pembelian
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