Rifaldi, Muhammad Rafli (2019) Pengaruh Green Product dan Price Discount terhadap Keputusan Pembelian (Survei pada Followers Instagram @Starbucksindonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh green product terhadap keputusan pembelian, mengetahui dan menjelaskan price discount terhadap keputusan pembelian, mengetahui dan menjelaskan green product dan price discount terhadap keputusan pembelian. Jenis penelitian ini merupakan explanatory research dengan pendekatan kuantitatif. Populasi pada penelitian ini adalah followers Instagram @Starbucksindonesia dengan sampel 112 orang. Sumber data diperoleh dari data primer dengan menyebar kuesioner online. Penelitian ini menggunakan analisis linear berganda dengan bantuan software SPSS 22. Hasil penelitian ini menunjukan green product berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien regresi sebesar 0,707 dan signifikan t 0,000. Price Discount berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien regresi sebesar 0,511 dan signifkan t 0,000. Green product dan price discount berpengaruh signifikan secara simultan terhadap keputusan pembelian dengan nilai koefisien determinasi 44.9% dan signifikan F 0,000.
English Abstract
This study aims to determine and explain the effect of green products on purchasing decisions, know and explain price discounts on purchasing decisions, know and explain green products and price discounts on purchasing decisions. This type of research is an explanatory research with a quantitative approach. The population in this study was Instagram followers @Starbucksindonesia with a sample of 112 people. Data sources were obtained from primary data by distributing online questionnaires. This study uses multiple linear analysis with the help of SPSS 22 software. The results of this study indicate that green product has a significant effect on purchasing decisions with a regression coefficient of 0.707 and a significant t of 0.000. Price Discount has a significant effect on purchasing decisions with a regression coefficient of 0.511 and a significant t of 0,000. Green product and price discount have a significant simultaneous effect on purchasing decisions with a coefficient of determination of 44.9% and a significant F of 0,000.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/829/052000463 |
| Uncontrolled Keywords: | Green Product, Price Discount, Keputusan Pembelian-Green Product, Price Discount, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 10 Aug 2020 06:34 |
| Last Modified: | 21 Oct 2021 01:30 |
| URI: | http://repository.ub.ac.id/id/eprint/177816 |
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