PENGARUH GREEN MARKETING, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP MINAT BELI (Studi pada Air Conditioner (AC) Inverter Econavi di Jakarta)

MEILINDA, VANESA (2022) PENGARUH GREEN MARKETING, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP MINAT BELI (Studi pada Air Conditioner (AC) Inverter Econavi di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Changes in the business environment that pose challenges that must be answered by marketers in the form of opportunities or threats. Smart marketers will view environmental issues as an opportunity to satisfy consumer wants and needs, not a threat. This study aims to examine the effect of green marketing, price perception, and brand image on purchase intention (Study on Air Conditioner (AC) Inverter Econavi in Jakarta). Panasonic AC sales are ranked 3rd in terms of buying interest in AC in Indonesia, below Samsung and LG, so an analysis of the factors that influence buying interest is needed. The approach used in this research is causal research with a quantitative approach. The population in this study are consumers who have never bought or owned a Panasonic Econavi Ideas Air Conditioner (AC) product who are domiciled in DKI Jakarta. The samples analyzed were 160 samples. The analytical method used is the Based Structural Equation Model where the data processing uses the Partial Least Square (Smart-PLS) version 3.0 PLS program. The results of this study indicate that green marketing has a positive and significant effect on buying interest, price perception has a positive and significant effect on buying interest, and brand image has a positive and significant effect on buying interest. Keyword: Green Marketing, Price Perception, Brand Image, Buying Interest Perubahan dalam lingkungan bisnis yang menimbulkan tantangan yang harus dijawab pemasar berupa peluang atau ancaman. Pemasar yang pintar akan memandang isu lingkungan hidup sebagai peluang untuk memuaskan keinginan dan kebutuhan konsumen, bukan menjadi suatu ancaman. Penelitian ini bertujuan untuk menguji pengaruh green marketing, persepsi harga, dan brand image terhadap minat beli (Studi pada Air Conditioner (AC) Inverter Econavi di Jakarta). Penjualan AC Panasonic berada pada peringkat 3 dari sisi minat beli AC di Indonesia di bawah Samsung dan LG sehingga diperlukan analisis mengenai faktor-faktor yang mempengaruhi minat beli. Pendekatan yang digunakan pada penelitian ini adalah penelitian kausal dengan pendekatan kuantitatif. Populasi pada penelitian ini adalah konsumen yang belum pernah membeli atau memiliki produk Air Conditioner(AC) Panasonic Econavi Ideas yang berdomisili di DKI Jakarta. Adapun sampel yang dianalisis sebanyak 160 sampel. Metode analisis yang digunakan adalah Based Structural Equation Model dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.0 PLS. Hasil penelitian ini menunjukkan bahwa green marketing berpengaruh positif dan signifikan terhadap minat beli, persepsi harga berpengaruh positif dan signifikan terhadap minat beli, dan brand image berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Green Marketing, Persepsi Harga, Brand Image, Minat Beli

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