PENGARUH GREEN MARKETING, PRODUCT INNOVATION, DAN GREEN BRAND AWARENESS TERHADAP PURCHASE INTENTION STRAW STAINLESS BERLOGO KFC (Studi pada Konsumen KFC Jalan Panjang, Kebon Jeruk)

PRAYITNO, GUNTUR HADI (2023) PENGARUH GREEN MARKETING, PRODUCT INNOVATION, DAN GREEN BRAND AWARENESS TERHADAP PURCHASE INTENTION STRAW STAINLESS BERLOGO KFC (Studi pada Konsumen KFC Jalan Panjang, Kebon Jeruk). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of green marketing, product innovation, and green brand awareness on the Purchase Intention straw stainless with the KFC logo (study on KFC consumers long roads, dredge gardens). The population in the study was 180 respondents. The sample used was as many as 180 respondents, calculated based on Hair's theory. The sampling method uses Purposive sampling. The data collection method uses the survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least Square. This research proves that green marketing has a positive and significant effect on purchase intention. Product innovation has a positive and significant effect on purchase intention. Green brand awareness has a positive and significant effect on purchase intention. Keywords: Green Marketing, Product Inovation, Green Brand Awareneess, Purchase Intention. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing, product innovation, dan green brand awareness terhadap Purchase Intention straw stainless berlogo KFC (studi pada konsumen KFC jalan panjang, kebun keruk). Populasi dalam penelitian adalah 180 responden. Sampel yang dipergunakan adalah sebanyak 180 responden, dihitung bedasarkan teori Hair. Metode penarikan sampel menggunakan Purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa green marketing berpengaruh positif dan signifikan terhadap purchase intention. product innovation berpengaruh positif dan signifikan terhadap purchase intention. green brand awareness berpengaruh positif dan signifikan terhadap purchase intention. Kata kunci: Green Marketing, Product Innovation, Green Brand Awareness, dan Purchase Intention

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 478
Call Number: SE/31/23/502
NIM/NIDN Creators: 43118110155
Uncontrolled Keywords: Green Marketing, Product Innovation, Green Brand Awareness, dan Purchase Intention
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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: khalimah
Date Deposited: 05 Dec 2023 06:25
Last Modified: 05 Dec 2023 06:25
URI: http://repository.mercubuana.ac.id/id/eprint/84582

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