TAUFIQQURRAHMAN, TAUFIQQURRAHMAN (2022) PENGARUH PRODUCT QUALITY, WORD OF MOUTH, GREEN BRAND IMAGE, TERHADAP MINAT PEMBELIAN ULANG PRODUK THE BODY SHOP. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Green Marketing is the marketing of products that are considered safe for the environment, thus environmentally friendly marketing combines various activities, including product modification, production process changes, packaging changes, and advertising modifications. THE BODY SHOP in producing and marketing its products always pays attention to the quality of its products, and in terms of marketing usually apart from advertising usually The Body Shop promotes its products through Word Of Mouth, and the products it produces have an impression in the minds of consumers as a Green Brand Image. The object of this research is THE BODY SHOP customers who have used and purchased THE BODY SHOP products. This study uses data collection techniques with surveys and direct observation. The instruments used for data collection were interviews and questionnaires with SPSS analysis tools. This study proves that Product Quality has a positive and significant effect on the intention to repurchase THE BODY SHOP products, Word of Mouth has a positive and significant effect on the interest in repurchasing THE BODY SHOP products and Green Brand Image has a positive and significant effect on the interest in repurchasing THE BODY SHOP products. Kata Kunci: Kualitas Produk, Word Of Mouth, Green Brand Image, Minat Pembelian Ulang. Green Marketing adalah pemasaran produk yang dianggap aman untuk lingkungan, dengan demikian pemasaran ramah lingkungan menggabungkan berbagai kegiatan, termasuk modifikasi produk, perubahan proses produksi, perubahan kemasan, serta modifikasi iklan. THE BODY SHOP dalam memproduksi dan memasarkan produknya selalu memperhatikan kualitas produknya, dan dari segi pemasaran biasanya selain dari iklan biasanya The Body Shop mempromosikan produknya melalui Word of Mouth, Dan produk yang diproduksinya pun telah memiliki kesan di benak konsumen sebagai Green Brand Image. Objek penelitian ini adalah pelanggan THE BODY SHOP yang telah menggunakan dan membeli produk THE BODY SHOP. Penelitian ini menggunakan teknik pengumpulan data dengan survei dan observasi langsung. Instrumen yang digunakan untuk pengumpulan data adalah wawancara dan kuisioner dengan alat analisis SPSS. Penelitian ini membuktikan bahwa Product Quality berpengaruh positif dan signifikan terhadap minat pembelian ulang produk THE BODY SHOP, Word of Mouth berpengaruh positif dan signifikan terhadap minat pembelian ulang produk THE BODY SHOP dan Green Brand Image berpengaruh positif dan signifikan terhadap minat pembelian ulang produk THE BODY SHOP. Keywords: Product Quality, Word of Mouth, Green Brand Image, Repurchase Interest.
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