PENGARUH PEMASARAN HIJAU, KESADARAN LINGKUNGAN DAN KEPEDULIAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Gerai Starbucks Coffee DKI JAKARTA)

AKFAR, ALDO (2024) PENGARUH PEMASARAN HIJAU, KESADARAN LINGKUNGAN DAN KEPEDULIAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Gerai Starbucks Coffee DKI JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Green Marketing, Environmental Awareness and Environmental Concern on Purchasing Decisions, (Study at Starbucks Coffee DKI JAKARTA outlets). The population in this study were the people of DKI JAKARTA, the sample used was 170 people at Starbucks Coffee DKI JAKARTA outlets aged 15-35 years and calculated according to Hair's formula. The sample withdrawal method uses Purposive Sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method used is Partial Least Square. This study proves that Green Marketing has a positive and significant effect on purchasing decisions. Environmental Awareness has a significant effect on purchasing decisions. Environmental Concern has a significant effect on purchasing decisions. Key Words : Green Marketing, Environmental Awareness, Environmental Concern, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Hijau, Kesadaran Lingkungan dan Kepedulian Lingkungan terhadap Keputusan Pembelian, (Studi pada gerai Starbucks Coffee DKI JAKARTA). Populasi dalam penelitian ini adalah masyarakat DKI JAKARTA, sampel yang digunakan adalah 170 masyarakat gerai Starbucks Coffee DKI JAKARTA usia 15-35 tahun dan dihitung menurut rumus Hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data yang digunakan adalah Partial Least Square. Penelitian ini membuktikan bahwa Pemasaran Hijau berpengaruh positif dan signifikan terhadap keputusan pembelian. Kesadaran Lingkungan berpengaruh signifikan terhadap keputusan pembelian. Kepedulian lingkungan berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : Pemasaran Hijau, Kesadaran Lingkungan, Kepedulian Lingkungan, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 417
NIM/NIDN Creators: 43120010434
Uncontrolled Keywords: Pemasaran Hijau, Kesadaran Lingkungan, Kepedulian Lingkungan, Keputusan Pembelian.
Subjects: 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
300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.7 Enviromental Problems/Permasalahan Lingkungan
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 05 Oct 2024 05:25
Last Modified: 05 Oct 2024 05:25
URI: http://repository.mercubuana.ac.id/id/eprint/92227

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