PENGARUH GREEN ADVERTISING, GREEN PRODUCT, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP

SARAGIH, NATASHA ANGGIRA (2024) PENGARUH GREEN ADVERTISING, GREEN PRODUCT, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh green advertising, green product, dan brand image terhadap keputusan pembelian produk The Body Shop. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dengan dengan software SmartPLS 4.1. Populasi dalam penelitian ini adalah seluruh masyarakat Jakarta yang pernah membeli produk The Body Shop dan pernah melihat iklan ramah lingkungan The Body Shop baik di website maupun Instagram. Sampel yang digunakan adalah sebanyak 145 responden, dihitung berdasarkan rumus Hair. Hasil penelitian ini menunjukkan bahwa green advertising berpengaruh porsitif signifikan terhadap keputusan pembelian, green product berpengaruh positif signifikan terhadap keputusan pembelian, dan brand image berpengaruh positif signifikan terhadap keputusan pembelian. This study aims to determine the effect of green advertising, green products, and brand image on purchasing decisions for The Body Shop products. This study uses Structural Equation Modeling (SEM) data analysis techniques with Smart PLS 4.1 software. The population in this study are all Jakarta people who have purchased The Body Shop products and have seen The Body Shop's environmentally friendly advertisements on both the website and Instagram. The sample used was 145 respondents, calculated based on the Hair formula. The results of this study indicate that green advertising has a significant positive effect on purchasing decisions, green products have a significant positive effect on purchasing decisions, and brand image has a significant positive effect on purchasing decisions.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43120010403
Uncontrolled Keywords: Green Advertising, Green Product, Brand Image, Keputusan Pembelian Green Advertising, Green Product, Brand Image, 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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NAYLA AURA RAYANI
Date Deposited: 27 Aug 2024 08:12
Last Modified: 27 Aug 2024 08:12
URI: http://repository.mercubuana.ac.id/id/eprint/90779

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