PENGARUH GREEN PROMOTION, GREEN PACKAGING, DAN GREEN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK STARBUCKS COFFEE DI JAKARTA

SAPUTRO, PANJI (2023) PENGARUH GREEN PROMOTION, GREEN PACKAGING, DAN GREEN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK STARBUCKS COFFEE DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to discuss the influences that influence the decision to purchase Starbucks products from Starbucks Coffee. The independent variables obtained from the results of the preliminary survey are Green Promotion, Green Packaging, and Green Brand Awareness. While the dependent variable obtained is the purchase decision. This study used analytical techniques with the help of the Statistical Package for the Social Sciences (SPSS) software version 25, with a population of residents living in Jakarta, with a sample of 126 respondents and using a quantitative descriptive approach. The results of this study stated that all hypotheses were found to be influential and significant. Keywords: Green Promotion, Green Packaging, Green Brand Awareness, Purchase Decision, Starbucks. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian produk Starbucks dari Starbucks Coffee. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Green Promotion, Green Packaging, dan Green Brand Awareness. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Penelitian ini menggunakan teknik analisis dengan bantuan program software Statistical Package for the Social Sciences (SPSS) versi 25. Populasinya adalah penduduk berwilayah tinggal di Jakarta, dengan sampel 126 responden dan menggunakan pendekatan deskriptif kuantitatif. Hasil dari penelitian ini menyatakan bahwa seluruh hipotesis ditemukan berpengaruh dan signifikan. Kata kunci: Green Promotion, Green Packaging, Green Brand Awareness, Keputusan Pembelian, Starbucks.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 116
Call Number: SE/31/23/241
NIM/NIDN Creators: 43118010421
Uncontrolled Keywords: Green Promotion, Green Packaging, Green Brand Awareness, Keputusan Pembelian, Starbucks.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 07 Jul 2023 08:43
Last Modified: 07 Jul 2023 08:45
URI: http://repository.mercubuana.ac.id/id/eprint/78460

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