RAMADANI, ANISHA (2024) PENGARUH GREEN PRODUCT, PRICE, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY BUTTER THE BODY SHOP. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the influence of green products, price and brand image on purchasing decisions for The Body Shop's Body Butter products. The research approach used is Purposive Sampling. The population of this study were users of The Body Shop's Body Butter products in the Jabodetabek area and the sample used was 104 respondents. This research data is quantitative by collecting data using a questionnaire. The data analysis techniques used in this research include: outer model test (Convergent Validity, Discriminant Validity, Average Variance Extracted (AVE), Composite Reliability and Cronbach Alpha). Test the inner model hypothesis (R-Square Value, Goodness of Fit Model, Boostraping). The results of this research show that Green Product and Price have a positive and significant effect on purchasing decisions. Negative brand image does not have a significant influence on purchasing decisions. Keywords: Green Product, Price, Brand Image, Purchase Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Green Product, Price, dan Brand Image Terhadap Keputusan Pembelian Produk Body Butter The Body Shop. Pendekatan penelitian yang digunakan adalah Purposive Sampling. Populasi dari penelitian ini adalah adalah pengguna produk Body Butter The Body Shop yang berada di wilayah Jabodetabek serta sampel yang digunakan sebanyak 104 responden. Data penelitian ini adalah kuantitatif dengan mengumpulkan data menggunakan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini meliputi: uji outer model (Convergent Validity, Discriminant Validity, Average Variance Extracted (AVE), Composite Reliability dan Cronbach Alpha). Uji hipotesis inner model (Nilai R-Square, Goodness of Fit Model, Boostraping). Hasil pada penelitian ini menunjukan bahwa Green Product dan Price berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand Image secara negative tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian. Kata Kunci: Green Product, Price, Brand Image, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 064 |
| Call Number: | SE/31/24/057 |
| NIM/NIDN Creators: | 43120010058 |
| Uncontrolled Keywords: | Green Product, Price, Brand Image, Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 128 Humankind/Filsafat Kehidupan Manusia > 128.6 Body/Tubuh 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 > 658.2 Plant Management/Manajemen Pabrik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 25 Mar 2024 06:18 |
| Last Modified: | 25 Mar 2024 07:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87512 |
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