Wijaya, Arma Kusuma (2025) PENGARUH GREEN MARKETING, GREEN AWARENESS DAN GREEN PRODUCT INNOVATION TERHADAP KEPUTUSAN PEMBELIAN DI GREEN COFFEE SHOP. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Penelitan ini bertujuan untuk menganalisis pengaruh Green Marketing, Green Awareness, dan Green Product Innovation terhadap keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan Populasi dalam penelitian ini adalah konsumen coffee shop Anomali Kemang Jakarta Selatan. Sampel yang digunakan sebanyak 200 responden dipilih sebagai sampel penelitian. Data dikumpulkan melalui metode survei menggunakan kuesioner google form. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan alat analisis Partial Least Square (PLS). Penelitian ini membuktikan bahwa Green Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Greeen awareness berpengaruh positif dan signifikan. Green product innovation berpengaruh positif dan signifikan. This study aims to analyze the effect of Green Marketing, Green Awareness, and Green Product Innovation on purchase decisions. The research employs a quantitative approach, with the population consisting of customers of Anomali Coffee Shop in Kemang, South Jakarta. A total of 200 respondents were selected as the research sample. Data was collected through a survey method using a Google Form questionnaire. The sampling technique applied was purposive sampling, and the data was analyzed using the Partial Least Square (PLS) analytical tool. The findings of this study indicate that Green Marketing has a positive and significant effect on purchasing decisions. Similarly, Green Awareness and Green Product Innovation also positively and significantly influence purchasing
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120065 |
| Uncontrolled Keywords: | Pemasaran Hijau, Kesadaran Hijau, Inovasi Produk Hijau, Keputusan Pembelian Green Marketing, Green Awareness, Green Product Innovation, Purchase Decisions |
| 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: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 22 Mar 2025 05:30 |
| Last Modified: | 24 Mar 2025 08:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95027 |
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