STUDI KEPUTUSAN PEMBELIAN TAS BELANJA ECO FRIENDLY MELALUI GREEN PRODUCT, GAYA HIDUP DAN GREEN ADVERTISING SEBAGAI VARIABEL PENENTU

SARI, MACHILDA NURLAILI (2024) STUDI KEPUTUSAN PEMBELIAN TAS BELANJA ECO FRIENDLY MELALUI GREEN PRODUCT, GAYA HIDUP DAN GREEN ADVERTISING SEBAGAI VARIABEL PENENTU. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of studies on purchasing decisions for eco-friendly shopping bags through green products, lifestyle and green advertising as determining variables. The population in this study were Mercu Buana University students who made the decision to buy eco-friendly shopping bags. The sample used was 100 respondents. The sampling method uses a convenience sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least square. The results of this research show that green products have a positive and significant effect on the decision to purchase eco-friendly shopping bags, lifestyle has a positive and significant effect on the decision to purchase eco-friendly shopping bags, and green advertising has a positive and significant effect on the decision to purchase eco-friendly shopping bags. Keywords: Green Product, Lifestyle, Green Advertising, Purchasing Decisions. Penelitian ini bertujuan untuk mengetahui pengaruh studi keputusan pembelian tas Belanja eco friendly melalui green product, gaya hidup dan green advertising sebagai variabel penentu. Populasi dalam penelitian ini adalah mahasiswa Universitas Mercu Buana yang mengambil keputusan untuk membeli tas belanja eco friendly. Sampel yang dipergunakan adalah sebanyak 100 responden. Metode penarikan sampel menggunakan convenience sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least square. Hasil penelitian ini menunjukkan bahwa green product berpengaruh positif dan signifikan terhadap keputusan pembelian tas belanja eco friendly, gaya hidup berpengaruh positif dan signifikan terhadap keputusan pembelian tas belanja eco friendly, dan green advertising berpengaruh positif dan signifikan terhadap keputusan pembelian tas belanja eco friendly. Kata Kunci: Green Product, Gaya Hidup, Green Advertising, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 273
NIM/NIDN Creators: 43116010197
Uncontrolled Keywords: Green Product, Gaya Hidup, Green Advertising, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 789 Composers and Traditions of Music/Komponis dan Tradisi Musik > 789.5 Jazz/Jazz > 789.57 Hybrid Style/Gaya Hibrid
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 15 Aug 2024 06:32
Last Modified: 15 Aug 2024 06:32
URI: http://repository.mercubuana.ac.id/id/eprint/90279

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