PENGARUH GREEN MARKETING, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS (Studi kasus pada Starbucks Puri Indah Mall Jakarta Barat)

SIMAMORA, RENY FOLYA (2020) PENGARUH GREEN MARKETING, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS (Studi kasus pada Starbucks Puri Indah Mall Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Green Marketing, Brand Image and Product Quality on Purchasing Decisions on Starbucks products at Starbucks Puri Indah Mall, West Jakarta. Data analysis techniques used in this study used Structural Equation Model (SEM) techniques with data processing tools using PLS. The population in this study is the population in the region in DKI Jakarta, with a sample of 200 respondents. In this study, the sampling technique used was purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that Green Marketing (t-statistic of 0.653) has no significant effect on Purchasing Decisions, Brand Image (t-statistic of 1,123) has no significant effect on Purchasing Decisions, and Product Quality (t-statistic of 9,359) has a significant positive effect towards the Purchase Decision. . Keywords: Green Marketing, Brand Image, Product Quality, Starbucks Penelitian ini bertujuan untuk menganalis pengaruh Green Marketing, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian pada produk Starbucks di Starbucks Puri Indah Mall Jakarta Barat. Teknik analisis data yang digunakan dalam penelitian ini menggunakan teknik Structural Equation Model (SEM) dengan alat pengolahan data menggunakan PLS. Populasi dalam penelitian ini adalah penduduk diwilayah di DKI Jakarta, dengan jumlah sampel 200 responden. Dalam penelitian ini, teknik pengambilan sampel yang digunakan ialah Purposive Sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Green Marketing (t-statistik sebesar 0,653) tidak berpengaruh signifikan terhadap Keputusan Pembelian, Brand Image (t-statistik sebesar 1,123) tidak berpengaruh signifikan terhadap Keputusan Pembelian, serta Kualitas Produk (t-statistik sebesar 9,359) berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata kunci: Green Marketing, Brand Image, Kualitas Produk Keputusan Pembelian, Starbucks.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 380
NIM/NIDN Creators: 43116010356
Uncontrolled Keywords: Green Marketing, Brand Image, Kualitas Produk Keputusan Pembelian, Starbucks.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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 > 658.7 Management of Supplies/Manajemen Persediaan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Jul 2022 07:19
Last Modified: 14 Jul 2022 07:19
URI: http://repository.mercubuana.ac.id/id/eprint/65187

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