PENGARUH GREEN PRODUCT, GREEN PROMOTION DAN BRAND IMAGE TERHADAP ENVIRONMENT AWARENESS DAN DAMPAK TERHADAP PURCHASE DECISION PRODUK AC INVERTER PANASONIC

Arviya, Sandra (2024) PENGARUH GREEN PRODUCT, GREEN PROMOTION DAN BRAND IMAGE TERHADAP ENVIRONMENT AWARENESS DAN DAMPAK TERHADAP PURCHASE DECISION PRODUK AC INVERTER PANASONIC. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisa pengaruh green product, green promotion dan brand image terhadap environment awareness dan dampak terhadap purchase decision produk AC inverter Panasonic. Populasi dari penelitian ini adalah pengguna AC inverter yang berdomisili di Kecamatan Tebet, dengan jumlah sampel sebanyak 200 responden. Metode analisis data menggunakan pendekatan Structure Equation Modeling (SEM) yang menggunakan SmartPLS (Partial Least Square). Hasil penelitian menemukan bahwa green product berpengaruh positif dan signifikan terhadap environment awareness, green promotion berpengaruh positif dan signifikan terhadap environment awareness, brand image berpengaruh positif dan signifikan terhadap environment awareness, green product berpengaruh positif dan signifikan terhadap purchase decision, brand image tidak berpengaruh dan tidak signifikan terhadap purchase decision, green promotion tidak berpengaruh dan tidak signifikan terhadap purchase decision, environment awareness berpengaruh positif dan signifikan terhadap purchase decision, green product berpengaruh positif dan signifikan terhadap environment awareness yang berdampak pada purchase decision, green promotion berpengaruh positif dan signifikan terhadap environment awareness yang berdampak pada purchase decision, brand image berpengaruh positif dan signifikan terhadap environment awareness yang berdampak pada purchase decision. This research aims to analyze the influence of green product, green promotion and brand image on environmental awareness and the impact on purchase decisions of product AC inverter Panasonic. The population of this research is inverter AC users who live in Tebet District, with a total sample of 200 respondents. The data analysis method uses the Structure Equation Modeling (SEM) approach which uses SmartPLS (Partial Least Square). The research results found that green products had a positive and significant effect on environmental awareness, green promotion had a positive and significant effect on environmental awareness, brand image had a positive and significant effect on environmental awareness, green products had a positive and significant effect on purchase decisions, brand image had no and no effect. significant effect on purchase decisions, green promotion has no effect and is not significant on purchase decisions, environmental awareness has a positive and significant effect on purchase decisions, green products have a positive and significant effect on environmental awareness which has an impact on purchase decisions, green promotion has a positive and significant effect on environmental awareness which has an impact on purchase decisions, brand image has a positive and significant effect on environmental awareness which has an impact on purchase decisions.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55122110042
Uncontrolled Keywords: green product, green promotion, brand image, environment awareness dan purchase decision. green product, green promotion, brand image, environment awareness dan purchase decision.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions: Pascasarjana > Magister Manajemen
Depositing User: WIDYA AYU PUSPITA NINGRUM
Date Deposited: 24 Aug 2024 02:51
Last Modified: 24 Aug 2024 02:51
URI: http://repository.mercubuana.ac.id/id/eprint/90676

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