PENGARUH KESADARAN LINGKUNGAN, GREEN BRAND IMAGE, DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN ORIFLAME RAMAH LINGKUNGAN LOVE NATURE

DEVATI, KHARISMA BELLA (2021) PENGARUH KESADARAN LINGKUNGAN, GREEN BRAND IMAGE, DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN ORIFLAME RAMAH LINGKUNGAN LOVE NATURE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the influence of Environmental Awareness, Green Brand Image, and Green Price on the Purchase Decision of the Eco-Friendly Oriflame Beauty Product "Love Nature". The population in this study were users of the Oriflame "Love Nature" product in Ciledug, Tangerang City. The sampling technique used was the convenience sampling method from 115 respondents. The analytical method in this study is structural equation modeling using the SmartPLS 3.2 application. The results of the study using the tstatistical test showed that environmental awareness did not have a positive and significant influence on the Purchase Decision of Eco-friendly Oriflame Beauty Products "Love Nature", Green Brand Image had a positive and significant effect on Purchase Decisions for Eco-friendly Oriflame Beauty Products "Love Nature", and Green Price has a positive and significant impact on the Purchase Decision of the Eco-Friendly Oriflame Beauty Product "Love Nature". Keywords: Green Marketing, Green Product, Environmental Awareness, Green Brand Image, Green Price, and Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Kesadaran Lingkungan, Green Brand Image, dan Green Price terhadap Keputusan Pembelian Produk Kecantikan Oriflame Ramah Lingkungan "Love Nature". Populasi pada penelitian ini adalah pengguna pada produk Oriflame "Love Nature" di Ciledug, Kota Tangerang. Teknik pengambilan sampel menggunakan metode convenience sampling dari 115 respoden. Metode analisis dalam penelitian ini adalah structural equation modeling dengan menggunakan aplikasi SmartPLS 3.2. Hasil penelitian menggunakan uji t-statistik menunjukkan bahwa Kesadasan lingkungan tidak memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Kecantikan Oriflame Ramah Lingkungan "Love Nature", Green Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Kecantikan Oriflame Ramah Lingkungan "Love Nature", dan Green Price berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Kecantikan Oriflame Ramah Lingkungan "Love Nature". Kata Kunci: Green Marketing, Produk hijau, Kesadaran Lingkungan, Citra Merek Hijau, Harga Hijau, dan Keputusan Pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010079
Uncontrolled Keywords: Green Marketing, Produk hijau, Kesadaran Lingkungan, Citra Merek Hijau, Harga Hijau, dan Keputusan Pembelian.
Subjects: 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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 26 Jul 2023 08:35
Last Modified: 26 Jul 2023 08:36
URI: http://repository.mercubuana.ac.id/id/eprint/79657

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