PENGARUH GREEN MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS INDONESIA DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING

WIBOWO, YUDHA ARI (2022) PENGARUH GREEN MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS INDONESIA DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Green Marketing and Word of Mouth on Starbucks Indonesia Consumer Purchase Decisions with Brand Image as an Intervening Variable. This research is included in the category of quantitative research. The population in this study is Millennial Consumers who have purchased Starbucks products in Jakarta and already have a job. While the samples analyzed were 170 respondents. The analytical method used is Structural Equation Modeling through PLS Version 3.0. The results show that Green Marketing has a significant effect on Brand Image, Word of Mouth has a significant effect on Brand Image, Green Marketing has a significant effect on Purchase Decisions, Word of Mouth has a significant effect on Purchase Decisions, Brand Image has a significant effect on Purchase Decisions, Brand Image is able to mediate the influence of Green Marketing on Purchase Decisions, and Word of Mouth is able to mediate the influence of Green Marketing on Purchase Decisions. Keyword: Green Marketing, Word of Mouth, Brand Image, Purchase Decisionstps Penelitian ini bertujuan untuk menganalisa pengaruh Green Marketing dan Word of Mouth terhadap Keputusan Pembelian Konsumen Starbucks Indonesia dengan Brand Image sebagai Variabel Intervening. Penelitian ini termasuk pada kategori penelitian kuantitatif. Populasi pada penelitian ini adalah Konsumen Millenial yang telah membeli produk Starbucks di Jakarta dan telah memiliki pekerjaan. Sedangkan sampel yang dianalisis sebanyak 170 responden. Metode analisis yang digunakan adalah Structural Equation Modelling melalui PLS Versi 3.0. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh signifikan terhadap Brand Image, Word of Mouth berpengaruh signifikan terhadap Brand Image, Green Marketing berpengaruh signifikan terhadap Keputusan Pembelian, Word of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh signifikan terhadap Keputusan Pembelian, Brand Image mampu memediasi pengaruh Green Marketing terhadap Keputusan Pembelian, dan Word of Mouth mampu memediasi pengaruh Green Marketing terhadap Keputusan Pembelian. Kata Kunci: Green Marketing, Word of Mouth, Brand Image, Keputusan Pembelian

Item Type: Thesis (S2)
Call Number CD: CD/551. 22 041
Call Number: TM/51/22/029
NIM/NIDN Creators: 55119120056
Uncontrolled Keywords: Green Marketing, Word of Mouth, Brand Image, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
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: Pascasarjana > Magister Manajemen
Depositing User: Amin Sujatmiko
Date Deposited: 13 Sep 2022 01:37
Last Modified: 16 Sep 2022 01:34
URI: http://repository.mercubuana.ac.id/id/eprint/65046

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