PENGARUH GREEN MARKETING, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (STUDI PADA PRODUK THE BODY SHOP DI E-COMMERCE)

UTAMI, AYU INDAH (2025) PENGARUH GREEN MARKETING, PERSEPSI HARGA DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (STUDI PADA PRODUK THE BODY SHOP DI E-COMMERCE). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study examines green marketing, price perception, brand image that influence potential consumers buying to interest The Body Shop. This research method is causal research with a quantitative approach. The population of this study are a potential consumer The Body Shop. With a research sample of 125 respondents with the Judgement Sampling method. The data analysis method used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of green marketing have a positive significant effect on buying to interest, price perception have a positive significant effect on buying to interest and brand image have a positive significant effect on buying to interest at potential consumers The Body Shop. Keywords: Green Marketing, Price Perception, Brand Image, Buying to Interest. Penelitian ini menguji tentang green marketing, persepsi harga, brand image yang mempengaruhi minat beli pada The Body Shop. Metode penelitian ini adalah penelitian kausal dengan pendekatan kuantitatif. Populasi penelitian ini adalah calon konsumen The Body Shop. Dengan sampel penelitian sebanyak 125 responden dengan metode Judgement Sampling. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel green marketing memiliki pengaruh positif dan signifikan terhadap minat beli, persepsi harga memiliki pengaruh positif dan signifikan terhadap minat beli dan brand image berpengaruh positif dan signifikan terhadap minat beli pada calon konsumen The Body Shop. Kata Kunci: Green Marketing, Persepsi Harga, Brand Image, Minat Beli.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 002
NIM/NIDN Creators:	43118110165
Uncontrolled Keywords:	Green Marketing, Persepsi Harga, Brand Image, Minat Beli.
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 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	04 Jan 2025 09:44
Last Modified:	04 Jan 2025 09:44
URI:	http://repository.mercubuana.ac.id/id/eprint/93399

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