PRATAMA, ANGGA ADITYA (2019) PENGARUH GREEN MARKETING TERHADAP MINAT BELI DALAM KEPUTUSAN PEMBELIAN PRODUK APPLE (Studi Kasus Pada Mahasiswa Universitas Mercu Buana Pengguna Produk Apple Iphone). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of green marketing on buying interest in product purchasing decisions. This study was conducted on Mercu Buana university students faculty of economics and business users of Apple iphone products. The sample consists of 100 respondents of iphone smartphone users that researchers encounter. Sampling technique in this research is Convenience Sampling. For validity and reliability testing using manual calculation with formula, whereas hypothesis testing using application of Structural Equation Modeling (SEM) with LISREL 8.80. The result of analysis by using causal analysis method showed that from 3 hypotheses contained in research all of three have positive effect. This positive hypothesis are ; green marketing on buying interest, green marketing on purchasing decisions, and buying interest in purchasing decisions. Even so the influence of green marketing on buying interest is not really reliable although it can still be used in this study. Keywords: Green Marketing, Buying Interest, Purchase Decisions, Apple, Iphone Tujuan penelitian ini adalah untuk mengetahui pengaruh green marketing terhadap minat beli dalam keputusan pembelian produk Apple. Penelitian ini dilakukan terhadap mahasiswa universitas Mercu Buana fakultas ekonomi dan bisnis pengguna produk Apple iphone. Sampel terdiri dari 100 responden pengguna smartphone iphone yang peneliti temui. Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Untuk menguji validitas dan realibilitas menggunakan perhitungan manual dengan rumus, sedangkan pengujian hipotesis menggunakan aplikasi Structural Equation Modelling (SEM) dengan LISREL 8.80. Hasil analisis dengan menggunakan metode analisis kausal menunjukan bahwa dari 3 hipotesis yang terdapat dalam penelitian ketiganya berpengaruh positif. Hipotesis yang berpengaruh positif tersebut adalah ; green marketing terhadap minat beli, green marketing terhadap keputusan pembelian, dan minat beli terhadap keputusan pembelian. Meski begitu ternyata pengaruh green marketing tehadap minat beli kurang reliabel walaupun tetap masih dapat digunakan dalam penelitian ini. Kata kunci : Green Marketing, Minat Beli, Keputuan Pembelian, Apple, Iphone
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