Meideline, Maria Magdalena (2019) Pengaruh Green Marketing dalam Kampanye Eco Handkerchief Innisfree Melalui Instagram Terhadap Minat Beli Pada Followers Instagram Innisfree). Sarjana thesis, Universitas Brawijaya.
Abstract
Komunikasi pemasaran merupakan suatu sarana untuk membujuk, mempersuasi, dan mengingatkan konsumen akan suatu produk/jasa yang dijual. Sehingga pemasar berusaha untuk mengintegrasikan elemen bauran promosi dan pemasaran guna menarik konsumen. Perilaku konsumen yang beralih memilih produk ramah lingkungan mendorong perusahaan-perusahaan untuk menerapkan kampanye komunikasi pemasaran yang ramah lingkungan untuk menampaikan pesan-pesan green marketing. Penelitian ini bertujuan untuk menguji pengaruh green marketing terhadap minat beli. Variabel independen yang diuji dalam penelitian ini adalah green marketing dengan subvariabel yaitu Green Product, Green Price, Green Place, dan Green Promotion yang diuji pengaruhnya terhadap variabel dependen yaitu Minat Beli pada followers Instagram Innisfree. Dalam penelitian ini, yang menjadi sampel penelitian adalah followers Instagram Innisfree sejumlah 100 responden yang didapat dari perhitungan rumus Slovin dengan teknik random sampling. Data yang terkumpul dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel-variabel Green Product, Green Price, Green Place, dan Green Promotion berpengaruh signifikan terhadap Minat Beli. Green product merupakan variabel yang paling dominan terhadap minat beli pada Kampanye Eco Handkerchief Innisfree.
English Abstract
Marketing communication is a means to persuade, persuade, and remind consumers of a product / service being sold. So that marketers try to integrate promotional and marketing mix elements to attract consumers. The behavior of consumers who switch to choosing environmentally friendly products encourages companies to implement environmentally friendly marketing communication campaigns to deliver green marketing messages. This study aims to examine the effect of green marketing on buying interest. The independent variables tested in this study were green marketing with subvariables namely Green Product, Green Price, Green Place, and Green Promotion which were tested for their influence on dependent variable Purchase Intention on Innisfree Instagram followers. In this study, the sample of the study was Innisfree Instagram followers of 100 respondents obtained from the calculation of Slovin formula with random sampling technique. The collected data was analyzed using multiple linear regression. The results showed that the variables of Green Product, Green Price, Green Place, and Green Promotion had a significant effect on purchase intention. towards brand equity. Green product is the most dominant variable towards purchase intention in the Eco Handkerchief Innisfree Campaign.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/57/051902429 |
| Uncontrolled Keywords: | Kampanye, Komunikasi Pemasaran, Green Marketing, Minat Beli Campaign, Marketing Communication, Green Marketing, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.802 General topics of marketing management |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Sep 2019 07:19 |
| Last Modified: | 24 Feb 2022 07:42 |
| URI: | http://repository.ub.ac.id/id/eprint/169066 |
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