Manongko, AllenACh (2011) Green Marketing dan Pengaruhnya terhadap Keputusan Pembelian melalui Minat Membeli Produk Organik (Studi pada Pelanggan Produk Organik di Kota Manado). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan menguji dan menganalisis secara teoritis dan empiris: pengaruh green marketing terhadap minat membeli; pengaruh green marketing terhadap keputusan pembelian; pengaruh minat membeli terhadap terbentuknya keputusan pembelian; dan green marketing berpengaruh terhadap keputusan pembelian melalui minat membeli produk organik. Penelitian ini adalah penelitian penjelasan ( explanatory research) , yaitu menjelaskan hubungan kausal antara variabel-variabel penelitian melalui pengujian hipotesa. Populasi dalam penelitian ini adalah pelanggan/konsumen yang membeli produk organik pada swalayan atau pasar modern di Kota Manado. Dengan sampel penelitian berjumlah 120 responden. Pengambilan sampel menggunakan teknik purposive sampling dan analisis data penelitian menggunakan analisis jalur (Path Analysis). Hasil penelitian ini menunjukkan bahwa: green marketing berpengaruh secara langsung dan signifikan terhadap minat membeli; green marketing tidak berpengaruh secara langsung dan signifikan terhadap keputusan pembelian; minat membeli berpengaruh secara langsung dan signifikan terhadap keputusan pembelian; green marketing berpengaruh secara tidak langsung dan signifikan terhadap keputusan pembelian dengan minat membeli sebagai variabel interviening .
English Abstract
This study aims to examine and analysing oritical and empirically: to determine affect of green marketing on intention to buy; to determine affect of green marketing on purchasing decisions; to determine affect of intention to buy on form purchasing decision; to determine affect of green marketing on purchasing decisions through intention buy organic products. Research includes studies explanation (explanatory research), which describes causal relationship between variables of research by testing hypo ses. This study population are customers who buy organic products in supermarkets in city of manado. With study sample totaled 120 respondents. Sample used was purposive sampling techniques and analysis of research data used was path analysis. results of this study indicate that: to determine of green marketing is direct and significantly affect on buying intention; to determine green marketing is not direct and significantly affect on purchase decisions; to determine of intention in buying direct and significantly affect on form purchase decisions; green marketing is indirect and significantly affect on purchasing decisions by intention buying as a variable interviening.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.802/MAN/g/041103179 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 11 Oct 2011 15:52 |
| Last Modified: | 11 Oct 2011 15:52 |
| URI: | http://repository.ub.ac.id/id/eprint/159853 |
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