PENGARUH PEMASARAN HIJAU, KUALITAS PRODUK, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY MIST THE BODY SHOP (Studi Kasus Pada Pembeli The Body Shop di Jakarta Barat)

SENDYAWATI, RANNY (2020) PENGARUH PEMASARAN HIJAU, KUALITAS PRODUK, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY MIST THE BODY SHOP (Studi Kasus Pada Pembeli The Body Shop di Jakarta Barat). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to discuss what influences influence purchasing decisions Body Mist products from The Body Shop. The independent variables obtained from the preliminary survey results are Green Marketing, Product Quality, and Brand Awareness. While the dependent variable obtained is a purchasing decision. This study uses SEM data analysis techniques and data processing using PLS. The population is residents living in West Jakarta, with a sample of 192 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that Green Marketing has a significant positive effect on purchasing decisions, Product Quality has a significant positive effect on purchasing decisions, and Brand Awareness has a significant positive effect on purchasing decisions. Keywords: Green Marketing, Product Quality, Brand Awareness, Purchasing Decisions, Body Mist The Body Shop. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian produki Body Mist dari The Body Shop. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Green Marketing, Kualitas Produk, dan Kesadaran Merek. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di Jakarta barat, dengan sampel 192 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Green Marketing berpengaruh positif signifikan terhadap keputusan pembelian, Kualitas Produk berpengaruh positif signifikan terhadap keputusan pembelian, serta Kesadaran Merek berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Green Marketing, Kualitas Produk, Kesadaran Merek, Keputusan Pembelian, Body Mist The Body Shop.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116010173
Uncontrolled Keywords: Green Marketing, Kualitas Produk, Kesadaran Merek, Keputusan Pembelian, Body Mist The Body Shop.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 May 2022 14:48
Last Modified: 30 May 2022 14:48
URI: http://repository.mercubuana.ac.id/id/eprint/62259

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