PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN GREEN MARKETING TERHADAP GREEN PURCHASE DECISION PRODUK ORIFLAME DI DKI JAKARTA (Studi Pada Konsumen Oriflame DKI Jakarta)

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

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 479
Call Number:	SE/31/23/503
NIM/NIDN Creators:	43118110346
Uncontrolled Keywords:	Citra Merek, Kualitas Produk, Pemasaran Hijau, Keputusan Pembelian hijau
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 704 Special Topics in Fine and Decorative Arts/Topik Khusus tentang Karya Seni > 704.9 Iconography, Icon, Image/Ikonografi, Ikon, Gambar
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	05 Dec 2023 08:27
Last Modified:	05 Dec 2023 08:27
URI:	http://repository.mercubuana.ac.id/id/eprint/84587

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