RUSTENDI, SEPTIANI AYU (2021) ANALISA CITRA PERUSAHAAN, KEPERCAYAAN, DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN (Studi pada pembelian Tumbler Starbucks DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine the effect of corporate image, trust, and green products on purchasing decisions (study on the purchase of Tumbler Starbucks DKI Jakarta). The subjects in this study are buyers who want to buy Starbucks tumbler products, and know the Starbucks Company. The sample used in this study was 140 respondents. The sampling technique used is convenience sampling. By using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that corporate image has a significant positive effect on purchasing decisions, trust has a significant positive effect on purchasing decisions, and green products have a significant positive effect on purchasing decisions. Keywords: Corporate Image, Trust, Green Products, Purchase Decision, Starbucks Tumbler Penelitian ini untuk mengetahui pengaruh Citra Perusahaan, Kepercayaan, dan Green Product Terhadap Keputusan Pembelian (Studi pada pembelian Tumbler Starbucks DKI Jakarta). Subjek pada penelitian ini adalah pembeli yang ingin membeli produk tumbler Starbucks, dan mengetahui Perusahaan Starbucks. Sampel yang digunakan dalam penelitian ini adalah sebanyak 140 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Citra Perusahaan berpengaruh positif signifikan terhadap Keputusan Pembelian, Kepercayaan berpengaruh positif signifikan terhadap Keputusan Pembelian, dan Green Product berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci : Citra Perusahaan, Kepercayaan, Green Product, Keputusan Pembelian, Tumbler Starbucks
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010115 |
| Uncontrolled Keywords: | Citra Perusahaan, Kepercayaan, Green Product, Keputusan Pembelian, Tumbler Starbucks |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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: | CALVIN PRASETYO |
| Date Deposited: | 21 Aug 2023 02:40 |
| Last Modified: | 21 Aug 2023 02:40 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80130 |
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