HIMAWAN, BAYU (2023) PENGARUH GREEN PRODUCT, GREEN BRAND IMAGE DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP PURCHASE INTENTION PRODUK STARBUCKS COFFEE INDONESIA (Studi pada Produk Starbucks Coffee Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (COVER)
01 COVER.pdf Download (392kB) |
|
Text (ABSTRAK)
02 ABSTRAK.pdf Download (49kB) |
|
Text (BAB I)
03 BAB 1.pdf Restricted to Registered users only Download (302kB) |
|
Text (BAB II)
04 BAB 2.pdf Restricted to Registered users only Download (225kB) |
|
Text (BAB III)
05 BAB 3.pdf Restricted to Registered users only Download (185kB) |
|
Text (BAB IV)
06 BAB 4.pdf Restricted to Registered users only Download (428kB) |
|
Text (BAB V)
07 BAB 5.pdf Restricted to Registered users only Download (103kB) |
|
Text (DAFTAR PUSTAKA)
08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (81kB) |
|
Text (LAMPIRAN)
09 LAMPIRAN.pdf Restricted to Registered users only Download (623kB) |
Abstract
This study aims to analyze the effect of Green Product, Green Brand Image, Corporate Social Responsibility on Purchase Intention of Starbucks Coffee Indonesia products. The population in this study is people who already know about Starbucks Coffee Indonesia's environmentally friendly products and programs. The sample used is 140 people. The sampling method uses Non-Probability Sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Smart-PLS (Partial Least Square). This study proves that Green Product has a positive and significant effect on Purchase Intention. Green Brand Image has a positive and significant effect on Purchase Intention. Corporate Social Responsibility has a positive and significant effect on Purchase Intentions. Keywords : Green Product, Green Brand Image, Corporate Social Responsibility, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Green Brand Image, Corporate Social Responsibility terhadap Purchase Intention pada produk Starbucks Coffee Indonesia. Populasi dalam penelitian ini adalah masyarakat yang telah mengetahui produk dan program ramah lingkungan Starbucks Coffee Indonesia. Sampel yang dipergunakan sebanyak 140 orang. Metode penarikan sampel menggunakan Non-Probability Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Smart-PLS (Partial Least Square). Penelitian ini membuktikan bahwa Green Product berpengaruh positif dan signifikan terhadap Purchase Intention. Green Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention. Corporate Social Responsibility berpengaruh positif dan signifikan terhadap Purchase Intention. Kata Kunci : Green Product, Green Brand Image, Corporate Social Responsibility, Purchase Intention
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 233 |
| Call Number: | SE/31/23/318 |
| NIM/NIDN Creators: | 43118120155 |
| Uncontrolled Keywords: | Green Product, Green Brand Image, Corporate Social Responsibility, Purchase Intention |
| Subjects: | 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: | 18 Oct 2023 07:14 |
| Last Modified: | 18 Oct 2023 07:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81656 |
Actions (login required)
 |
View Item |
