SUMARLIN, ARI (2018) PENGARUH GREEN MARKETING MIX DAN GREEN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP (Kajian Pada Outlet The Body Shop Menteng Huis). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HALAMAN COVER)
1. Halaman Judul.pdf Download (45kB) | Preview |
|
|
Text (ABSTRAK)
4. Abstrak.pdf Download (29kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
2. Surat Pernyataan.pdf Download (76kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
3. Lembar Pengesahan.pdf Download (102kB) | Preview |
|
|
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf Download (57kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (186kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (96kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (22kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf Download (21kB) | Preview |
|
![]() |
Text (BAB 1)
10. Bab 1.pdf Restricted to Registered users only Download (203kB) |
|
![]() |
Text (BAB 2)
11. Bab 2.pdf Restricted to Registered users only Download (270kB) |
|
![]() |
Text (BAB 3)
12. Bab 3.pdf Restricted to Registered users only Download (105kB) |
|
![]() |
Text (BAB 4)
13. Bab 4.pdf Restricted to Registered users only Download (613kB) |
|
![]() |
Text (BAB 5)
14. Bab 5.pdf Restricted to Registered users only Download (72kB) |
|
![]() |
Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf Restricted to Registered users only Download (123kB) |
|
![]() |
Text (LAMPIRAN)
16. Lampiran.pdf Restricted to Registered users only Download (514kB) |
Abstract
This study aims to examine the role of green marketing mix and green brand image of purchasing decisions The Body Shop product. The data used are primary data by using questionnaires customer The Body Shop. Data were analyzed using Positive Structural and Equation Model (SEM) using Partial Least Square (smartPLS 3.0). This research uses explanatory research design with quantitative method. The population in this study were customer who visit and transacted at The Body Shop Menteng Huis and the sample size in this study was 156 respondents. The result of this research shows that green brand image has positive but not significant influence on purchasing decisions The Body Shop product, green place has positive but not significant influence on purchasing decisions The Body Shop product, , green price has positive but not significant influence on purchasing decisions The Body Shop product, , green product has positive and significant influence on purchasing decisions The Body Shop product, green promotion has positive and significant influence on purchasing decisions The Body Shop product. The line that states the strongest influence relationship is green promotion has a positive and significant influence on purchasing decisions The Body Shop product of 59.3%. Keywords: Green Brand Image, Green Place, Green Price, Green Product, Green Promotion, Purchasing Decisions. Penelitian ini bertujuan untuk menguji peran dari green marketing mix dan green brand image terhadap keputusan pembelian Produk The Body Shop. Data yang digunakan adalah data primer dengan menggunakan kuesioner pada pelanggan The Body Shop. Data dianalisis menggunakan Structural positif dan Equation Model (SEM) dengan menggunakan Partial Least Square (smartPLS 3.0). Penelitian ini menggunakan rancangan penelitian penjelasan dengan metode kuantitatif. Populasi dalam penelitian ini adalah pelanggan yang berkunjung dan bertarnsaksi ke The Body Shop Menteng Huis dan jumlah sampel dalam penelitian ini adalah 156 responden. Hasil dari penelitian menunjukan bahwa terdapat green brand image memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green place memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green price memiliki pengaruh positif namun tidak signifikan terhadap keputusan pembelian produk The Body Shop, green product memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop, green promotion memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop. Jalur yang menyatakan hubungan pengaruh paling kuat adalah green promotion memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop sebesar 59.3%. Kata Kunci: Green Brand Image, Green Place, Green Price, Green Product, Green Promotion, Keputusan Pembelian.
Actions (login required)
![]() |
View Item |