Putripeni, MayangPradma (2014) Pengaruh Green Marketing terhadap Citra Merek dan Keputusan Pembelian (Studi pada Konsumen The Body Shop Mall Olympic Garden Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
The research aims to know the influence of green marketing on brand image and customers’ purchase decision of The Body Shop in Olympic Garden Mall Malang. This is an explanatory research and the population of this research is The Body Shop’s consumers in Olympic Garden Mall Malang. There are 119 respondents as sample of this research by using simple random sampling method. The data collection conducted by questionnaire. The data was analyzed by using path analysis. The result of path analysis shows that Product (X1) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,357 and significant level of 0,000 (p<0,05). Price (X2) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,315 and significant level of 0,000 (p<0,05). Place (X3) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,162 and significant level of 0,032 (p<0,05). Promotion (X4) has a positive influence but not significant on Brand Association (Z) with the value (ß) of 0,152 and significant level of 0,063 (p>0,05). Product (X1) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,200 and significant level of 0,013 (p<0,05). Price (X2) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,173 and significant level of 0,019 (p<0,05). Place (X3) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,192 and significant level of 0,006 (p<0,05). Promotion (X4) has a positive influence but not significant on Structure of The Purchase Decision (Y) with the value (ß) of 0,081 and significant level of 0,280 (p>0,05). Brand Association (Z) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,387 and significant level of 0,000 (p<0,05). Thus, it can be concluded that the Product, Price, and Place have positive and significant influence on Brand Association and Structure of The Purchase Decision, whereas the Promotion has a positive influence but not significance on Brand Association and Structure of The Purchase Decision, and Brand Association has positive and significant influence on Structure of The Purchase Decision.
English Abstract
The research aims to know the influence of green marketing on brand image and customers’ purchase decision of The Body Shop in Olympic Garden Mall Malang. This is an explanatory research and the population of this research is The Body Shop’s consumers in Olympic Garden Mall Malang. There are 119 respondents as sample of this research by using simple random sampling method. The data collection conducted by questionnaire. The data was analyzed by using path analysis. The result of path analysis shows that Product (X1) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,357 and significant level of 0,000 (p<0,05). Price (X2) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,315 and significant level of 0,000 (p<0,05). Place (X3) has a positive and significant influence on Brand Association (Z) with the value (ß) of 0,162 and significant level of 0,032 (p<0,05). Promotion (X4) has a positive influence but not significant on Brand Association (Z) with the value (ß) of 0,152 and significant level of 0,063 (p>0,05). Product (X1) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,200 and significant level of 0,013 (p<0,05). Price (X2) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,173 and significant level of 0,019 (p<0,05). Place (X3) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,192 and significant level of 0,006 (p<0,05). Promotion (X4) has a positive influence but not significant on Structure of The Purchase Decision (Y) with the value (ß) of 0,081 and significant level of 0,280 (p>0,05). Brand Association (Z) has a positive and significant influence on Structure of The Purchase Decision (Y) with the value (ß) of 0,387 and significant level of 0,000 (p<0,05). Thus, it can be concluded that the Product, Price, and Place have positive and significant influence on Brand Association and Structure of The Purchase Decision, whereas the Promotion has a positive influence but not significance on Brand Association and Structure of The Purchase Decision, and Brand Association has positive and significant influence on Structure of The Purchase Decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/142/051402651 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 May 2014 08:32 |
| Last Modified: | 22 Oct 2021 07:12 |
| URI: | http://repository.ub.ac.id/id/eprint/116225 |
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