PENGARUH GREEN BRAND IMAGE, GAYA HIDUP DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN(Studi pada Starbucks Pos Pengumben)

FARKHAN, ZAKY (2023) PENGARUH GREEN BRAND IMAGE, GAYA HIDUP DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN(Studi pada Starbucks Pos Pengumben). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was to determine the effect of Green Brand Image, Lifestyle, Product Quality on Purchasing Decisions (Studies at Starbucks Pos Pengumben). The subjects in this study were buyers who wanted to buy Starbuck Pos Pengumben products. The sample used in this study was 175 respondents. The sampling technique uses a non-probability sampling technique. By using a quantitative descriptive approach. The data analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that Green Brand Image has a significant positive effect on Purchasing Decisions, Lifestyle has a significant positive effect on Purchase Decisions, and Product Quality has a significant positive effect on Purchase Decisions. Keywords: Green Brand Image, Lifestyle, Product Quality, and Purchase Decision. Penelitian ini untuk mengetahui pengaruh Green Brand Image, Gaya Hidup, Kualitas produk terhadap Keputusan Pembelian (Studi pada Starbuck Pos Pengumben). Subjek pada penelitian ini adalah pembeli yang ingin membeli produk Starbuck Pos Pengumben. Sampel yang digunakan dalam penelitian ini adalah sebanyak 175 responden. Teknik pengambilan sampel menggunakan teknik non probability sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Green Brand Image berpengaruh positif signifikan terhadap Keputusan Pembelian, Gaya Hidup berpengaruh positif signifikan terhadap Keputusan Pembelian, dan Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci : Green Brand Image, Gaya Hidup, Kualitas Produk, dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 329
NIM/NIDN Creators: 43117120113
Uncontrolled Keywords: Green Brand Image, Gaya Hidup, Kualitas Produk, dan Keputusan Pembelian.
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 > 658.6 Quality Management/Manajemen Kualitas
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: 11 Nov 2023 04:44
Last Modified: 11 Nov 2023 04:44
URI: http://repository.mercubuana.ac.id/id/eprint/84126

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