PENGARUH GREEN PRODUCT, GREEN KNOWLEDGE, DAN GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK IKEA

RAMADHANI, PUTRI AULIA (2023) PENGARUH GREEN PRODUCT, GREEN KNOWLEDGE, DAN GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK IKEA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of green product, green knowledge and green advertising on purchasing decisions on IKEA products. This research is a quantitative study with a total sample of 115 respondents who are in the Jabodetabek area. This study uses data analysis techniques Structural Equare Modeling (SEM) and data processing using Prtial Least Square (PLS). The sampling technique used is a non-probability sampling technique followed by a purposive sampling technique. By using a quantitative descriptive approach. The results of this study indicate that green product has a positive and significant effect on purchasing decisions, green knowledge has a positive and significant effect on purchasing decisions and green advertising has a positive and significant effect on purchasing decisions on IKEA products. Keywords: Green Product, Green Knowledge and Green Advertising, Decision Purchase. Penelitian ini bertujuan untuk menganalisis pengaruh green product, green knowledge dan green advertising terhadap keputusan pembelian pada produk IKEA. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 115 reponden yang berada di daerah Jabodetabek. Penelitian ini menggunakan teknik analisa data Structural Equare Modeling (SEM) dan pengolahan danta menggunakan Prtial Least Square (PLS). Teknik sampling yang digunakan yaitu teknik non-probability sampling diikuti dengan teknik purposive Sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukan bahwa green product berpengaruh positif dan signifikan terhadap keputusan pembelian, green knowledge berpengaruh positif dan signifikan terhadap keputusan pembelian dan green advertising berpengaruh positf dan signifikan terhadap keputusan pembelian pada produk IKEA Kata Kunci : Green Product, Green Knowledge dan Green Advertising, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 187
Call Number: SE/31/23/293
NIM/NIDN Creators: 43118120131
Uncontrolled Keywords: Green Product, Green Knowledge dan Green Advertising, Keputusan Pembelian.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: 06 Sep 2023 07:57
Last Modified: 06 Sep 2023 07:57
URI: http://repository.mercubuana.ac.id/id/eprint/80361

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