PENGARUH GREEN LABEL, GREEN PRODUCT QUALITY, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN TUPPERWARE DI JABODETABEK

SAPUTRA, SALMAN ARI (2025) PENGARUH GREEN LABEL, GREEN PRODUCT QUALITY, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN TUPPERWARE DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine "The Influence of Green Label, Green Product Quality and Brand Image on Tupperware Product Purchasing Decisions in Jabodetabek". From this study, the independent variables consist of Green Label, Green Product Quality, Brand Image and the dependent variable is Purchasing Decisions. The population in this study were consumers who purchased Tupperware Products in Jabodetabek. Data analysis techniques used in this study include outer model tests (Convergent Validity, Discriminat Validity. Average Variance Extracted, Composite Reability), Inner model hypothesis tests (R square value, Goodness of Fit Model bootstrapping), Data were collected by distributing questionnaires to 105 male and female tupperware consumers and processed using the Smart PLS 3.0 program. The results of this study indicate that green labels have a positive and significant influence on tupperware product purchasing decisions in Jabodetabek. Green Product Quality has a positive and significant influence on tupperware product purchasing decisions in Jabodetabek. And brand image has a positive and significant influence on tupperware product purchasing decisions in Jabodetabek. Keywords: Green Label, Green Product Quality, Brand Image, Purchase decision Penelitian ini bertujuan untuk mengetahui “Pengaruh Green Label, Green Product Quality dan Brand Image Terhadap Keputusan Pembelian Produk Tupperware di Jabodetabek ”. Dari penelitian ini variabel independen terdiri dari Green Label, Green Product Quality, Brand Image dan variabel dependennya Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen yang membeli Produk Tupperware di Jabodetabek. Teknik analisis data yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminat Validity. Average Variance Extracted, Composite Reability), Uji hipotesis inner model (Nilai R square, Goodness of Fit Model boostraping), Data dikumpulkan dengan membagikan kuisioner kepada 105 laki laki dan perempuan konsumen tupperware dan diolah menggunakan program Smart PLS 3.0. Hasil penelitian ini menunjukan bahwa green label memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk tupperware di Jabodetabek. Green Product Quality memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk tupperware di Jabodetabek. Dan brand image memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk tupperware di Jabodetabek. Kata Kunci: Green Label, Green Product Quality, Brand Image, Keputusan pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 265
NIM/NIDN Creators:	43120010020
Uncontrolled Keywords:	Green Label, Green Product Quality, Brand Image, Keputusan pembelian
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 370 Education/Pendidikan > 378 Higher Education, Universities/Pendidikan Tinggi, Unversitas > 378.2 Academic Degrees in Higher Education/Gelar Akademis di Perguruan Tinggi 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 628 Sanitary Engineering and Environmental Protection Engineering/Rekayasa Sanitasi dan Teknik Perlindungan Lingkungan, Teknik Lingkungan 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	27 Aug 2025 03:08
Last Modified:	27 Aug 2025 03:08
URI:	http://repository.mercubuana.ac.id/id/eprint/97145

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