Pengaruh Green Marketing Terhadap Brand Image Serta Dampaknya pada Purchase Decision (Survei pada Mahasiswa Jurusan Administrasi Bisnis Strata-1 Angkatan 2016/2017, 2017/2018 dan 2018/2019 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Tisu Merek Paseo)

Sampurno, Herningtyas Ardhirahman (2018) Pengaruh Green Marketing Terhadap Brand Image Serta Dampaknya pada Purchase Decision (Survei pada Mahasiswa Jurusan Administrasi Bisnis Strata-1 Angkatan 2016/2017, 2017/2018 dan 2018/2019 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Tisu Merek Paseo). Sarjana thesis, Universitas Brawijaya.

Abstract

Saat ini isu tentang permasalahan lingkungan menjadi bahan perbincangan banyak pihak, baik perorangan maupun organisasi. Secara langsung dan tidak langsung masalah lingkungan tersebut ditimbulkan dari aktivitas yang berhubungan dengan teknologi dan ilmu pengetahuan, pertanian, ekonomi, serta sosial dan bisnis. Berbagai tekanan dari peraturan pemerintah dan kelompok masyarakat yang mulai sadar tentang pentingnya pelestarian lingkungan, mewajibkan organisasi bisnis menjalankan aktivitas bisnisnya secara ramah lingkungan. Hal itu berdampak langsung terhadap industri yang menggunakan sumber daya alam dalam menunjang aktivitas produksinya. PT. Pindo Deli Pulp & Paper sebagai produsen tisu merek Paseo, turut serta untuk menjalankan bisnisnya secara ramah lingkungan dengan mengupayakan penerapan strategi Green Marketing untuk mengembangkan Brand Image sehingga dapat memengaruhi Purchase Decision konsumennya. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory) menggunakan pendekatan kuantitatif dengan teknik analisis deskriptif dan analisis jalur (Path Analysis). Peneliti menggunakan teknik purposive sampling mengambil sampel sebanyak 115 orang responden yang membeli produk tisu Paseo. Penelitian ini memiliki tujuan untuk: (1) Mengetahui dan menganalisis pengaruh Green Marketing terhadap Brand Image; (2) Mengetahui dan menganalisis pengaruh Green Marketing terhadap Purchase Decision; (3) Mengetahui dan menganalisis pengaruh Brand Image terhadap Purchase Decision. Hasil penelitian menunjukkan bahwa: (1) variabel Green Marketing berpengaruh signifikan terhadap variabel Brand Image sebesar 71,1%; (2) variabel Green Marketing berpengaruh signifikan terhadap variabel Purchase Decision sebesar 41,7%; (3) variabel Brand Image berpengaruh signifikan terhadap variabel Purchase Decision sebesar 23,6%. PT. Pindo Deli Pulp & Paper, produsen tisu merek Paseo dinilai oleh peneliti telah baik dalam menerapkan strategi Green Marketing untuk membangun citra positif perusahaan dan produknya dengan penyampaian informasi melalui media kepada konsumen sehingga dapat meningkatkan kepercayaan dan memengaruhi keputusan pembelian konsumen untuk membeli produk tisu merek Paseo.

English Abstract

Today, the issue of environmental issues is being discussed by many parties, both individuals and organizations. Directly and indirectly, these environmental problems are caused by activities related to technology and science, agriculture, economics, and social - business. Various pressures from the government regulations and community groups who began to be aware of the importance of environmental conservation, obligate business organizations to manage their business activities in an environmentally friendly process. This situation causes a direct impact on industries that use natural resources to support their production activities. PT. Pindo Deli Pulp & Paper as a Paseo's brand tissue manufacturer, participate in running its business in an environmentally friendly process by striving to implement the Green Marketing strategy to develop Brand Image so that it can influence its consumers' Purchase Decision. The type of research being used is explanatory research using a quantitative approach with descriptive analysis and path analysis techniques. The researcher used a purposive sampling technique to take a sample of 115 respondents who bought Paseo tissue products. This study aims to: (1) Know and analyze the influence of Green Marketing on Brand Image; (2) Knowing and analyzing the influence of Green Marketing on Purchase Decision; (3) Knowing and analyzing the influence of Brand Image on Purchase Decision. The results showed that: (1) the Green Marketing variable had a significant effect on the Brand Image variable of 71,1%; (2) the Green Marketing variable has a significant effect on the Purchase Decision variable of 41,7%; (3) the Brand Image variable has a significant effect on the Purchase Decision variable of 23,6%. PT. Pindo Deli Pulp & Paper, a Paseo brand tissue manufacturer, were assessed by researcher to have been good at implementing the Green Marketing strategy to build a positive image of the company and its products by delivering information through the media to consumers so as to increase trust and influence consumers' purchasing decisions to buy Paseo brand tissue products.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2018/1142/051901182
Uncontrolled Keywords:	Green Marketing, Brand Image, dan Purchase Decision Green Marketing, Brand Image, and Purchase Decision
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	08 May 2019 06:22
Last Modified:	18 Oct 2021 03:44
URI:	http://repository.ub.ac.id/id/eprint/165539

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