PENGARUH GREEN PRODUCT, GREEN ADVERTISING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ORIFLAME

HAMIDAH, SITI (2020) PENGARUH GREEN PRODUCT, GREEN ADVERTISING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ORIFLAME. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Research to influence of green marketing, green advertising and brand image to purchase decisions. The case study or research object is Oriflame cosmetics. The research was conducted against 150 respondents who were in the FEB umb Ligkungan of Meruya campus. Therefore, the authors use quantitative research methods in the form of survey surveys. The data analysis or quantitative analysis tools used in this study are multiple linear regression analyses, validity tests, reliability tests and hypotheses testing. The results showed that the variables of Green Product (X1), Green Advertising (X2), and Green Brand (X3) were positively and significantly impacted by Oriflame's cosmetic purchase decision (Y). Keyword: Green Product, Green Advertising, Brand Image, purchasing decision Penelitian untuk mempengaruhi pengaruh green marketing, green advertising dan brand image terhadap keputusan pembelian. Studi kasus atau objek penelitian ini adalah kosmetik Oriflame. Penelitian ini dilakukan terhadap 150 responden yang berada di ligkungan FEB umb kampus Meruya. Maka dari itu, penulis menggunakan metode penelitian kuantitatif berupa survey kuesioner. Alat analisis data atau analisis kuantitatif yang digunakan dalam penelitian ini adalah analisis regresi linier berganda, uji validitas, uji reliabilitas dan uji hipotesis. Hasil penelitian ini menunjukan bahwa variabel Green Product (X1), Green Advertising (X2), dan Green Brand (X3) berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Oriflame (Y). Kata Kunci : Green Product, Green Advertising, Brand Image, Keputusan Pembelian.

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/385
NIM: 43114120200
Uncontrolled Keywords: Green Product, Green Advertising, Brand Image, Keputusan Pembelian.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Feb 2020 05:30
Last Modified: 18 Feb 2020 05:30
URI: http://repository.mercubuana.ac.id/id/eprint/54489

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