PENGARUH DRIVE FOR ENVIRONMENTAL RESPONSIBILITY DAN GREEN MARKETING TERHADAP ENVIRONMENTAL KNOWLEDGE DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Studi Kasus Kampanye Gerakan #Change4Future FamilyMart di Jakarta)

ISMAWATI, ISMAWATI (2022) PENGARUH DRIVE FOR ENVIRONMENTAL RESPONSIBILITY DAN GREEN MARKETING TERHADAP ENVIRONMENTAL KNOWLEDGE DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Studi Kasus Kampanye Gerakan #Change4Future FamilyMart di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Drive For Environmental Responsibility and Green Marketing on Environmental Knowledge and Its Impact on Buying Decisions. The object of this research is the customers of FamilyMart. This research was conducted on 140 respondents using a quantitative descriptive approach. The sample size was determined using the Purposive sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This research proves that Drive for environmental responsibility has a positive and significant effect on Environmental Knowledge, Drive for environmental responsibility has a positive and significant effect on buying decisions, Environmental knowledge has a positive and significant impact on buying decisions, Green marketing has a positive and significant impact on environmental knowledge, Green marketing positive and significant effect on buying decisions. Keyword : Drive For Environmental Responsibility, Green Marketing, Environmental Knowledge and Buying Decisions Penelitian ini bertujuan untuk menganalisis Pengaruh Drive For Environmental Responsibility dan Green Marketing Terhadap Environmental Knowledge dan dapaknya pada Keputusan Pembelian. Objek penelitian ini adalah pelanggan FamilyMart. Penelitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik Purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa Drive for environmental responsibility bepengaruh positif dan signifikan terhadap Environmental Knowledge, Drive for environmental responsibiliy berpengaruh positif dan signifikan terhadap keputusan pembelian, Environmental knowledge berpengaruh positif dan signifikan terhadap keputusan pembelian, Green marketing berpengaruh positif dan signifikan terhadap environmental knowledge, Green marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Drive For Environmental Responsibility, Green Marketing, Environmental Knowledge dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 222
Call Number: S21221055
NIM/NIDN Creators: 43116120173
Uncontrolled Keywords: Drive For Environmental Responsibility, Green Marketing, Environmental Knowledge dan Keputusan Pembelian
Subjects: 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
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 > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 17 Nov 2022 03:46
Last Modified: 17 Nov 2022 03:46
URI: http://repository.mercubuana.ac.id/id/eprint/71673

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