PENGARUH EMOTIONAL DESIRE, BRAND IMAGE, DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS (Studi Pada Konsumen Starbucks di Kota Tangerang)

SYAHRIANI, ALEYDA SALMA (2024) PENGARUH EMOTIONAL DESIRE, BRAND IMAGE, DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PRODUK STARBUCKS (Studi Pada Konsumen Starbucks di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to find out the extent of "The Influence of Emotional Desire, Brand Image, and Green Product on Starbucks Product Purchase Decisions (Study on Starbucks Consumers in Tangerang City). This type of research is a quantitative research with primary data type. Methods This research was carried out by analysis using Partial Least Square (Smart-PLS) software version 3.0 with the Starbucks consumer population in Tangerang City, taken as many as 126 respondents using the purposive sampling method. Where respondents are selected according to the criteria needed by the researcher. The data collection method uses the survey method, with the research instrument being a questionnaire. Dissemination through social media. The data analysis method in this study is the Structural Equation Model (SEM) with the Smart-PLS analysis tool version 3.0. The results of this study prove that Emotional Desire, Brand Image, and Green Product have a positive and significant effect on Starbucks Purchase Decisions in Tangerang City. Keywords: Emotional Desire, Brand Image, Green Product, Purchase Decision Penelitian ini bertujuan untuk mengetahui sejauh mana “Pengaruh Emotional Desire, Brand Image, dan Green Product terhadap Keputusan Pembelian Produk Starbucks (Studi Pada Konsumen Starbucks di Kota Tangerang). Jenis penelitian ini merupakan penelitian kuantitatif dengan jenis data primer. Metode Penelitian ini dilakukan dengan analisis memakai software Partial Least Square (Smart-PLS) versi 3.0 dengan populasi konsumen Starbucks di Kota Tangerang, diambil sebanyak 126 responden dengan metode purposive sampling. Dimana responden dipilih sesuai kriteria yang dibutuhkan peneliti. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Penyebaran melalui media sosial. Metode analisis data pada penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis SmartPLS versi 3.0. Hasil penelitian ini membuktikan bahwa Emotional Desire, Brand Image, dan Green Product berpengaruh positif dan signifikan terhadap Keputusan Pembelian Starbucks di Kota Tangerang. Kata Kunci: Emotional Desire, Brand Image, Green Product, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 275
Call Number: SE/31/24/207
NIM/NIDN Creators: 43120010387
Uncontrolled Keywords: Emotional Desire, Brand Image, Green Product, Keputusan Pembelian
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
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 16 Aug 2024 05:04
Last Modified: 16 Aug 2024 05:04
URI: http://repository.mercubuana.ac.id/id/eprint/90297

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