Nurfenti, Afni (2021) PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP MINAT BELI DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN KOMPOR INDUKSI (Survei pada Pegawai Grup PT PLN (Persero) di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh green marketing dan corporate social responsibility terhadap Minat Beli dan Dampaknya pada Keputusan Pembelian Kompor Induksi. Subjek pada penelitian ini adalah Pegawai Grup PT PLN (Persero) di Jakarta. Sampel yang dipergunakan dalam penelitian ini adalah 102 responden.. Metode pengambilan sampel menggunakan desain pengambilan sampel non- probability sampling dan dengan cara pendekatan purposive sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Hasil penelitian ini menunjukan bahwa green marketing berpengaruh positif dan signifikan terhadap minat beli kompor induksi, corporate social responsibility berpengaruh positif dan signifikan terhadap minat beli kompor induksi, green marketing berpengaruh positif dan signifikan terhadap keputusan pembelian kompor induksi, corporate social responsibility berpengaruh positif dan signifikan terhadap keputusan pembelian dan minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian kompor induksi. Kata Kunci: Green Marketing, Corporate Social Resposibility, Minat Beli, Keputusan Pembelian, Kompor Induksi, Pegawai Grup PT PLN (Persero) di Jakarta. This study aims to determine the effect of green marketing and corporate social responsibility on the purchase intention and its impact on purchase decision induction cooker. This subjects in this research is Employee of Group PT PLN (Persero) in Jakarta. The sample used in this research is 102 respondents. The sampling method uses a non-probability sampling design and a purposive sampling approach. This study uses SEM data analysis techniques and data processing using PLS. The method of data collection using survey method, with research instrument is a questionnaire. This result of this study proves that green marketing positive and significant effect on the purchase intention induction cooker. corporate social responsibility has a positive and significant effect on the purchase intention induction cooker. green marketing has positive and significant effect on the purchase decision induction cooker. corporate social responsibility has a positive and significant effect on the purchase decision induction cooker. The purchase intention has a positive and significant effect on purchase decision. Keywords: Green Marketing, Corporate Social Responsibility, Purchase Intention, Purchase Decision, Induction Cooker, Employees of group PT PLN (Pesero) in Jakarta.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43117120196 |
| Uncontrolled Keywords: | Green Marketing, Corporate Social Resposibility, Minat Beli, Keputusan Pembelian, Kompor Induksi, Pegawai Grup PT PLN (Persero) di Jakarta. Green Marketing, Corporate Social Responsibility, Purchase Intention, Purchase Decision, Induction Cooker, Employees of group PT PLN (Pesero) in Jakarta. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MYTHA ALVIANA SARI |
| Date Deposited: | 23 Apr 2022 03:02 |
| Last Modified: | 23 Apr 2022 03:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60432 |
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