Mahesnesi, Yayi (2025) PENGARUH GREEN MARKETING, GREEN AWARENESS, DAN GREEN PRODUCT TERHADAP KEPUTUSAN PEMBELIAN. S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Tujuan dari kajian ini adalah untuk menelaah pengaruh Pemasaran Hijau, Kesadaran Hijau, dan Produk Hijau Pada Keputusan Pembelian Produk The Body Shop. Kajian ini memakai pendekatan kuantitatif yang dikumpulkan melalui penyebaran kuesioner google form kepada pelanggan yang memilih produk The Body Shop di Summarecon Mall Bekasi, yang merupakan populasi pada kajian ini. Riset ini menetapkan sampel menggunakan metode purposive sampling, dengan total 160 responden. Penelitian ini melalui penerapan metode analisis yaitu Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa: (1) Pemasaran Hijau memiliki efek positif dan signifikan terhadap Keputusan Pembelian pada produk The Body Shop. (2) Kesadaran Hijau memiliki efek secara positif dan signifikan terhadap Keputusan Pembelian pada produk The Body Shop. (3) Produk Hijau berpengaruh secara positif dan signifikan pada Keputusan Pembelian pada produk The Body Shop. The purpose of this study is to examine the influence of Green Marketing, Green Awareness, and Green Products on Purchase Decisions for The Body Shop products. This study employs a quantitative approach, with data collected through the distribution of a Google Form questionnaire to customers who have chosen The Body Shop products at Summarecon Mall Bekasi, which serves as the population of this study. The research determined the sample using the purposive sampling method, resulting in a total of 160 respondents. This study applies the Partial Least Squares (PLS) method for data analysis. The findings indicate that: (1) Green Marketing has a positive and significant effect on Purchase Decisions for The Body Shop products. (2) Green Awareness has a positive and significant effect on Purchase Decisions for The Body Shop products. (3) Green Products have a positive and significant effect on Purchase Decisions for The Body Shop products.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010241 |
| Uncontrolled Keywords: | Pemasaran Hijau, Kesadaran Hijau, Produk Hijau, Keputusan Pembelian Green Marketing, Green Awareness, Green Product, Purchase Decisions |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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: | ZAIRA ELVISIA |
| Date Deposited: | 16 Aug 2025 04:15 |
| Last Modified: | 16 Aug 2025 04:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96853 |
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