ZUHDI, RAFI (2024) PENGARUH GREEN MARKETING, CITRA MEREK DAN KEPERCAYAAN TERHADAP MINAT BELI ULANG (Studi Kasus Body mist dari The Body Shop). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to determine the effect of Green Marketing, Brand Image, and Trust on Consumer Repurchase Interest in Body mist dari The Body Shop. This study uses quantitative research methods. Research data collection is carried out online while the object of consumers in the study is consumers who use body mist products for more than 1 month. The data in this study were collected through distributing questionnaires to 160 respondents and the data that could be used were 150 respondents. The measurements in this study used a Likert scale which was then processed with SPSS 20 and Smart PLS 3.2.9 analysis tools. The techniques used in data testing are instrument tests and hypothesis testing. The results showed that Green Marketing has a positive effect on repurchase interest. Brand Image has a positive effect on Consumer Repurchase Interest. Trust has a positive effect on Consumer Repurchase Interest. Keyword: Green Marketing, Brand Image, Trust, Repurchase Intention, The Body Shop Body mist Tujuan dari penelitian ini yaitu untuk mengetahui Pengaruh Green Marketing, Citra Merek, dan Kepercayaan Terhadap Minat Beli Ulang Konsumen Body mist dari The Body Shop. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data penelitian di lakukan secara online adapun objek konsumen pada penelitian adalah konsumen yang menggunakan produk body mist lebih dari 1 bulan. Data didalam penelitian ini dikumpulkan melalui penyebaran kuesioner kepada 160 responden dan data yang dapat digunakan sebanyak 150 responden. Pengukuran pada penelitian ini menggunakan skala likert yang kemudian diolah dengan alat analisis SPSS 20 dan Smart PLS 3.2.9. Teknik yang digunakan dalam pengujian data adalah uji instumen dan uji hipotesis. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif terhadap minat belli ulang. Citra Merek berpengaruh positif terhadap Minat Beli Ulang Konsumen. Kepercayaan berpengaruh positif terhadap Minat Beli Ulang Konsumen. Kata Kunci : Green Marketing, Citra Merek, Kepercayaan, Minat Beli Ulang, Body mist dari The Body Shop
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 375 |
| NIM/NIDN Creators: | 43118010302 |
| Uncontrolled Keywords: | Green Marketing, Citra Merek, Kepercayaan, Minat Beli Ulang, Body mist dari The Body Shop |
| 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 > 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 01 Oct 2024 08:44 |
| Last Modified: | 01 Oct 2024 08:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92007 |
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