Istikhomah., - and Prof. Dr. Ir. Budi Setiawan, MS and Dr. Ir. Fitria Dina Riana, SP.,MP (2024) Pengaruh Green Marketing Strategy dan Brand Image terhadap Purchase Decision dengan Mediasi Purchase Intention (Studi Kasus pada Produk Healthy Food Matoh Cassava Chips di Kabupaten Bojonegoro). Magister thesis, Universitas Brawijaya.
Abstract
Kesadaran akan pentingnya pola makan sehat semakin meningkat, menjadi salah satu faktor utama yang memengaruhi preferensi makanan saat ini. Informasi mengenai makanan sehat tersebar luas melalui berbagai saluran seperti kemasan produk, iklan, sumber publik, dan bahkan dalam lingkup keluarga. Berkaitan dengan hal itu, pangsa pasar untuk makanan ringan atau snack tetap besar dan terus berkembang, karena banyak orang yang mencari pilihan camilan yang tidak hanya praktis tetapi juga lezat. Green marketing yang dilakukan dalam pemasaran produk Healthy Food Matoh Cassava Chips menjadi semakin relevan karena dapat membantu mengurangi dampak negatif terhadap lingkungan sambil membangun citra positif bagi merek-merek yang menerapkannya. Tujuan penelitian ini untuk menggambarkan penerapan Green marketing strategy, Brand image serta pengaruhnya terhadap purchase decision melalui purchase intention serta merumuskan strategi yang tepat dalam memasarkan produk “Matoh Cassava Chips”. Metode dalam penelitian ini menggunakan pendekatan kuantitatif dengan Skala Likert 5 tingkat, lokasi penelitian ini yaitu di Kabupaten Bojonegoro dengan objek penelitian berupa Matoh Cassava Chips, teknik penentuan sampel dalam penelitian ini menggunakan accidental sampling. Teknik pengambilan data menggunakan angket yang disebar pada 80 orang konsumen Matoh Cassava Chips. Teknik analisis data dalam penelitian ini menggunakan analisis deskriptif dan analisis Structural Equation Modeling – Partial Least Square (SEM-PLS) untuk menguji hipotesis dan mengetahui pengaruh antar variabel.
English Abstract
Awareness of the importance of a healthy diet is increasing, becoming one of the main factors influencing current food preferences. Information about healthy food is spread widely through various channels such as product packaging, advertising, public sources, and even within the family. In this regard, the market share for snacks remains large and continues to grow, because many people are looking for snack options that are not only practical but also delicious. Green marketing carried out in the marketing of Healthy Food Matoh Cassava Chips products is becoming increasingly relevant because it can help reduce negative impacts on the environment wh ile building a positive image for the brands that implement it. The aim of this research is to describe the implementation of Green marketing strategy, Brand image and its influence on purchase decisions through purchase intention as well as formulating appropriate strategies in marketing the product "Matoh Cassava Chips". The method in this research uses a quantitative approach with a 5-level Likert Scale, the location of this research is in Bojonegoro Regency with the research object being Matoh Cassava Chips, the sampling technique in this research uses accidental sampling. The data collection technique used a questionnaire distributed to 80 Matoh Cassava Chips consumers. The data analysis technique in this research uses descriptive analysis and Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis to test hypotheses and determine the influence between variables.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 042404 |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 09 Aug 2024 05:54 |
| Last Modified: | 09 Aug 2024 05:54 |
| URI: | http://repository.ub.ac.id/id/eprint/222839 |
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Text (DALAM MASA EMBARGO)
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