NOVITASARI, WAHYU (2024) ANALISIS GREEN PRODUCT, GREEN ADVERTISING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN STUDI PADA PT SINAR SOSRO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze Green Product, Green Advertising, and Brand Image on purchasing decisions for Teh Botol Sosro. The population in this research are consumers who have made purchasing decisions for Teh Botol Sosro products in the Kembangan area with a population of 334,115 people. The sample used in this research was 140 respondents, calculated based on the Hair formula. This sampling method uses non-probability sampling, the sample is taken using a purposive sample with the help of an online questionnaire, the data analysis method uses Partial Least Square. The results of this research found that Green Product, Green Advertising, and Brand Image had a positive and significant influence on purchasing decisions for Teh Botol Sosro. Keyword: Green Product, Green Advertising, Brand image, Purchasing Decisions. Penelitian ini bertujuan untuk menganalisis Green Product, Green Advertising, dan Brand Image terhadap keputusan pembelian Teh Botol Sosro. Populasi dalam penelitian ini adalah konsumen yang sudah melakukan keputusan pembelian terhadap produk Teh Botol Sosro di daerah Kembangan dengan jumlah penduduk 334.115 jiwa. Sampel yang digunakan dalam penelitian ini adalah 140 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel ini menggunakan non probability sampling, sampel diambil dengan menggunakan jenis purposive sample dengan bantuan kuesioner online, metode analisis data menggunakan Partial Least Square. Hasil Penelitian ini menunjukkan bahwa Green Product, Green Advertising, dan Brand Image berpengaruh secara positif dan signifikan terhadap keputusan pembelian Teh Botol Sosro. Kata Kunci: Green Product, Green Advertising, Brand Image, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 215 |
| Call Number: | SE/31/24/161 |
| NIM/NIDN Creators: | 43120010105 |
| Uncontrolled Keywords: | Green Product, Green Advertising, Brand Image, Keputusan Pembelian |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 08 Jul 2024 03:20 |
| Last Modified: | 08 Jul 2024 03:20 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/89397 |
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