PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK ORIFLAME

FATIMAH, SITI (2021) PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK ORIFLAME. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and explain the effect of Green Marketing and Brand Image on purchasing decisions for Oriflame products. Explanatory research is used as a type of research. The survey was conducted on students and the community in the JABODETABEK area with a total sample of 150 respondents. This research uses causal analysis method. Causal Analysis is a cause effect relationship. The purpose of causal research in this case is to find out how much influence Orifame's Green Marketing and Brand Image has on buying interest and consumer decisions in deciding to buy Oriflame products. The Result of this study Green Marketing and Brand Image have a positive and significant effect on purchasing decisions for oriflame products in the areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi. Keywords: Green Marketing, Brand Image, Purchasing Decision Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Green Marketing dan Brand Image terhadap keputusan pembelian produk Oriflame. Explanatory research (penelitian penjelasan) digunakan sebagai jenis penelitian. Survei dilakukan pada mahasiswa dan masyarakat wilayah JABODETABEK dengan jumlah sampel sebanyak 150 orang responden. Penelitian ini menggunakan metode analisis Kausal. Analisis Kausal adalah hubungan yang bersifat sebab akibat. Tujuan penelitian kausal dalam hal ini adalah untuk mengetahui seberapa besar pengaruh Green Marketing dan Brand Image yang dilakukan oriflame terhadap minat beli dan keputusan konsumen dalam memutuskan untuk membeli produk Oriflame. Hasil dari penelitian ini Green Marketing dan Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk oriflame pada wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi. Kata Kunci: Green Marketing, Brand Image, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 487
NIM/NIDN Creators: 43117010394
Uncontrolled Keywords: Green Marketing, Brand Image, 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
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.7 Enviromental Problems/Permasalahan Lingkungan
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 03 Mar 2023 02:55
Last Modified: 03 Mar 2023 02:55
URI: http://repository.mercubuana.ac.id/id/eprint/74589

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