PENGARUH GREEN MARKETING MIX DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP (Kajian Pada Outlet The Body Shop Menteng Huis)

SUMARLIN, ARI (2020) PENGARUH GREEN MARKETING MIX DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP (Kajian Pada Outlet The Body Shop Menteng Huis). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the role of green marketing mix and green brand image of purchasing decisions The Body Shop product. The data used are primary data by using questionnaires customer The Body Shop. Data were analyzed using Positive Structural and Equation Model (SEM) using Partial Least Square (smartPLS 3.0). This research uses explanatory research design with quantitative method. The population in this study were customer who visit and transacted at The Body Shop Menteng Huis and the sample size in this study was 156 respondents. The result of this research shows that green brand image has positive but not significant influence on purchasing decisions The Body Shop product, green place has positive but not significant influence on purchasing decisions The Body Shop product, , green price has positive but not significant influence on purchasing decisions The Body Shop product, , green product has positive and significant influence on purchasing decisions The Body Shop product, green promotion has positive and significant influence on purchasing decisions The Body Shop product. The line that states the strongest influence relationship is green promotion has a positive and significant influence on purchasing decisions The Body Shop product of 59.3%. Keywords: Green Brand Image, Green Place, Green Price, Green Product, Green Promotion, Purchasing Decisions. Penelitian ini bertujuan untuk menguji peran dari green marketing mix dan green brand image terhadap keputusan pembelian Produk The Body Shop. Data yang digunakan adalah data primer dengan menggunakan kuesioner pada pelanggan The Body Shop. Data dianalisis menggunakan Structural positif dan Equation Model (SEM) dengan menggunakan Partial Least Square (smartPLS 3.0). Penelitian ini menggunakan rancangan penelitian penjelasan dengan metode kuantitatif. Populasi dalam penelitian ini adalah pelanggan yang berkunjung dan bertarnsaksi ke The Body Shop Menteng Huis dan jumlah sampel dalam penelitian ini adalah 156 responden. Hasil dari penelitian menunjukan bahwa terdapat green brand image memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green place memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green price memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green product memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop, green promotion memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop. Jalur yang menyatakan hubungan pengaruh paling kuat adalah green promotion memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop sebesar 59.3%. Kata Kunci: Green Brand Image, Green Place, Green Price, Green Product, Green Promotion, Keputusan Pembelian.

Item Type: Thesis (S1)
NIM: 43114110188
Uncontrolled Keywords: Green Brand Image, Green Place, Green Price, Green Product, Green Promotion, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 22 Jan 2020 03:15
Last Modified: 22 Jan 2020 03:15
URI: http://repository.mercubuana.ac.id/id/eprint/53747

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