PENGARUH GREEN PRODUCT, GREEN PACKAGING DAN GREEN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LOVE BEAUTY & PLANET DI JAKARTA BARAT

RAHMADEWI, DESTIARA (2025) PENGARUH GREEN PRODUCT, GREEN PACKAGING DAN GREEN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LOVE BEAUTY & PLANET DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Green Products, Green Packaging and Green Promotion on purchasing decisions for Love Beauty & Planet products. The population used is the people of West Jakarta who have purchased and used Love Beauty & Planet products. The research design uses quantitative methods. The sample used in this research was 160 respondents taken using the Purposive Sampling and Propotional Sampling technique which was calculated based on the number of research indicators with a minimum sample size. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least Square. The research results show that Green Products have a positive and significant influence on Purchasing Decisions, Green Packaging has a positive and significant influence on Purchasing Decisions, Green Promotion has a positive and significant influence on Purchasing Decisions on Love Beauty & Planet Products. Keywords: Purchasing Decisions, Green Product, Green Packaging, Green Promotion, Personal Care. Penelitian ini bertujuan untuk menganalisis pengaruh Green Product, Green Packaging dan Green Promotion terhadap keputusan pembelian pada produk Love Beauty & Planet. Populasi yang digunakan adalah masyarakat Jakarta Barat yang pernah membeli dan menggunakan produk Love Beauty & Planet. Desain penelitian menggunakan metode kuantitatif. Sampel yang digunakan dalam penelitian ini adalah sebanyak 160 responden yang diambil dengan menggunakan teknik Purposive Sampling & Propotional Sampling yang dihitung berdasarkan jumlah indikator penelitian dengan jumlah sampel minimum. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least Square. Hasil penelitian menunjukkan bahwa Green Product memiliki pengaruh yang positif dan signifikan terhadap Keputusan Pembelian, Green Packaging memiliki pengaruh yang positif dan signifikan terhadap Keputusan Pembelian, Green Promotion memiliki pengaruh yang positif dan signifikan terhadap Keputusan Pembelian pada Produk Love Beauty & Planet. Kata Kunci: Keputusan Pembelian, Green Product, Green Packaging, Green Promotion, Personal Care.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 225
NIM/NIDN Creators: 43121010152
Uncontrolled Keywords: Keputusan Pembelian, Green Product, Green Packaging, Green Promotion, Personal Care.
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 > 658.6 Quality Management/Manajemen Kualitas
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 07 Aug 2025 07:30
Last Modified: 07 Aug 2025 07:30
URI: http://repository.mercubuana.ac.id/id/eprint/96653

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