PENGARUH KEPEDULIAN LINGKUNGAN, CITRA MEREK HIJAU DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN UNILEVER RAMAH LINGKUNGAN LOVE, BEAUTY AND PLANET

Ningsih, Intan Parma (2021) PENGARUH KEPEDULIAN LINGKUNGAN, CITRA MEREK HIJAU DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN UNILEVER RAMAH LINGKUNGAN LOVE, BEAUTY AND PLANET. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of Environmental Concern, Green Brand Image, and Product Quality on the Purchase Decision of Unilever's Eco- Friendly Beauty Products "Love, Beauty and Planet". The population in this study are users of Unilever's "Love, Beauty and Planet" products in DKI Jakarta. The sampling technique used was convenience sampling method from 115 respondents. The analytical method in this study is structural equation modeling using the SmartPLS 3.2 application. The results of the study using the t-statistical test showed that environmental concern had a positive but not significant effect on the Purchase Decision of Unilever Eco-friendly Beauty Products "Love, Beauty and Planet", Green Brand Image had a positive and significant effect on the Purchase Decision of Unilever Eco-friendly Beauty Products "Love, Beauty and Planet", and Product Quality has a positive and significant impact on the Purchase Decision of Unilever's Eco-Friendly Beauty Products "Love, Beauty and Planet". Keywords: Green Marketing, Environmental Concern, Environmental Awareness, Green Brand Image, Product Quality, and Purchase Decision. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Keprdulian Lingkungan, Citra Merek Hijau, dan Kualitas Produk terhadap Keputusan Pembelian Produk Kecantikan Unilever Ramah Lingkungan "Love, Beauty and Planet". Populasi pada penelitian ini adalah pengguna pada produk Unilever "Love, Beauty and Planet" di DKI Jakarta. Teknik pengambilan sampel menggunakan metode convenience sampling dari 115 respoden. Metode analisis dalam penelitian ini adalah structural equation modeling dengan menggunakan aplikasi SmartPLS 3.2. Hasil penelitian menggunakan uji t-statistik menunjukkan bahwa Kepedulian lingkungan berpengaruh positif tetapi tidak signifikan terhadap Keputusan Pembelian Produk Kecantikan Unilever Ramah Lingkungan "Love, Beauty and Planet", Citra Merek Hijau berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Kecantikan Unilever Ramah Lingkungan "Love, Beauty and Planet", dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Kecantikan Unilever Ramah Lingkungan "Love, Beauty and Planet". Kata Kunci: Green Marketing, Kepedulian Lingkungan, Kesadaran Lingkungan, Citra Merek Hijau, Kualitas Produk, dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 170
Call Number: SE/31/22/091
NIM/NIDN Creators: 43117010090
Uncontrolled Keywords: Green Marketing, Kepedulian Lingkungan, Kesadaran Lingkungan, Citra Merek Hijau, Kualitas Produk, dan Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Amin Sujatmiko
Date Deposited: 18 Oct 2022 00:17
Last Modified: 19 Oct 2022 03:02
URI: http://repository.mercubuana.ac.id/id/eprint/66218

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