Rochmawati, Try Yuli Secha and Prof. Drs. Achmad Fauzi ., Dh.MA (2022) Pengaruh Green Marketing terhadap Minat Beli dan Dampaknya pada Keputusan Pembelian. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan pengaruh dari variabel Green Marketing (X) terhadap variabel Minat Beli (Z) dan dampaknya pada variabel Keputusan Pembelian (Y). Jenis penelitian ini adalah penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Metode analisis dalam penelitian ini adalah analisis deskriptif dan analisis jalur (path analysis). Jumlah responden yang digunakan dalam penelitian ini sebanyak 116 orang responden berasal dari Mahasiswa Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2017/2018 dan 2018/2019, dengan karakteristik berusia 17 tahun ke atas, perempuan dan pernah atau sedang menggunakan produk Garnier. Teknik pengambilan sampel yang digunakan adalah non-probability sampling, purposive sampling dan kuesioner yang disebarkan secara online melalui link google form. Hasil penelitian menunjukkan bahwa variabel Green Marketing (X) berpengaruh signifikan terhadap variabel Minat Beli (Z) dan variabel Green Marketing (X) juga berpengaruh signifikan terhadap variabel Keputusan Pembelian (Y), serta variabel Minat Beli (Z) berpengaruh signifikan terhadap variabel Keputusan Pembelian (Y). Sebaiknya Garnier dapat memaksilmalkan strategi Green Marketing yang sudah diterapkan dan tetap menjaga kualitas produk walaupun dengan harga yang terjangkau.
English Abstract
This study aims to explain the influence of the Green Marketing variable (X) on the Purchase Intention variable (Z) and its impact on the Purchase Decision variable (Y). This type of research is explanatory research with a quantitative approach. The method of analysis in this research is descriptive analysis and path analysis. The number of respondents used in this study were 116 respondents from Business Administration Study Program Students, Faculty of Administrative Sciences, Brawijaya University Generation 2017/2018 and 2018/2019, with characteristics aged 17 years, women and over had or were using Garnier products. The sampling technique used is non-probability sampling, purposive sampling and questionnaires distributed online through the google form link. The results showed that the Green Marketing variable (X) had a significant effect on the Purchase Interest variable (Z) and the Green Marketing variable (X) also had a significant effect on the Purchase Decision variable (Y), and the Purchase Intention variable (Z) had a significant effect on the Decision Variable. Purchase (Y). Garnier should be able to maximize the Green Marketing strategy that has been implemented and still maintain product quality even at an affordable price.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521030314 |
| Uncontrolled Keywords: | Green Marketing, Minat Beli, Keputusan Pembelian,Green Marketing, Buying Interest, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 10 May 2022 04:03 |
| Last Modified: | 10 May 2022 04:03 |
| URI: | http://repository.ub.ac.id/id/eprint/190314 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
TRY YULI SECHA R.pdf Restricted to Registered users only until 31 December 2023. Download (5MB) |
Actions (login required)
 |
View Item |