PENGARUH GREEN AWARENESS, GREEN BRAND IMAGE, DAN GREEN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK GARNIER

FADIA, ALFIA NUR (2024) PENGARUH GREEN AWARENESS, GREEN BRAND IMAGE, DAN GREEN PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK GARNIER. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Green Awareness, Greem Brand Image, and Green Promotion on purchasing decisions for Garnier products. The population in this study is someone who who have purchased Garnier products. The sample that was distributed was 170 respondents, calculated based on the Hair formula. Sampling method using Purposive Sampling. The data collection method uses a questionnaire and the data analysis method uses the Partial Least Square. This study found that Green Awareness, Green Brand Image, and Green Promotion had a positive and significant effect on purchasing decisions for Garnier products. Penelitian ini bertujuan untuk menganalisis pengaruh Green Awareness, Green Brand Image, dan Green Promotion terhadap Keputusan Pembelian Produk Garnier. Populasi dalam penelitian ini adalah seseorang yang telah melakukan pembelian produk Garnier. Sampel yang dipergunakan adalah sebanyak 170 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan kuesioner dan metode analisis data menggunakan Partial Least Square. Penelitian ini mendapati bahwa Green Awareness, Green Brand Image, dan Green Promotion berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk Garnier.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 335
NIM/NIDN Creators: 43120010024
Uncontrolled Keywords: Green Awareness, Green Brand Image, Green Promotion, Keputusan Pembelian, Produk Garnier.
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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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: ANANDA NADIRA PUTRI
Date Deposited: 25 Sep 2024 04:32
Last Modified: 25 Sep 2024 04:32
URI: http://repository.mercubuana.ac.id/id/eprint/91782

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