SYNTIANI, RULIS (2023) PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN GREEN MARKETING TERHADAP GREEN PURCHASE DECISION PRODUK ORIFLAME DI DKI JAKARTA (Studi Pada Konsumen Oriflame DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research was conducted to determine the influence of brand image, product quality, and green marketing on the green purchase decision of oriflame products in DKI Jakarta (study on oriflame consumers Dki Jakarta). The independent variables obtained from the preliminary survey results are brand image, product quality, and green marketing. While the dependent variable obtained is a green purchase decision. The population used is people who have bought and used Oriflame cosmetic products. The sample used in this study was as many as 240 respondents taken using purpose sampling techniques. The data analysis method uses Partial Least Square (PLS). The results of this study showthat the dimage brand has a significant positive effect on Green Purchase Decision, product quality has a significant positive effect on Green Purchase Decision, and Green Marketing has a significant positive effect on Green Purchase Decision. Keywords: Brand Image, Product Quality, Green Marketing, Green Purchase Decision Penelitian ini dilakukan untuk mengetahui pengaruh brand image, product quality, dan green marketing terhadap green purchase decision produk oriflame di DKI Jakarta (studi pada konsumen oriflame Dki Jakarta). Variabel independen yang didapatkan dari hasil survei pendahuluan adalah brand image (citra merek), product quality (kualitas produk), dan green marketing (pemasaran hijau). Sedangkan variabel dependen yang didapatkan adalah green purchase decision (keputusan pembelian hijau). Populasi yang digunakan adalah masyarakat pernah membeli dan menggunakan produk kosmetik Oriflame. Sampel yang digunakan dalam penelitian ini adalah sebanyak 240 responden yang diambil dengan menggunakan teknik purpose sampling. Metode analisis data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa bran dimage berpengaruh positif signifikan terhadap Green Purchase Decision, quality product berpengaruh positif signifikan terhadap Green Purchase Decision,, dan green marketing berpengaruh positif signifikan terhadap Green Purchase Decision. Kata kunci: Citra Merek, Kualitas Produk, Pemasaran Hijau, Keputusan Pembelian hijau
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