Wahyudi, Achmad (2020) PENGARUH GREEN MARKETING DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Produk Air Mineral AQUA di daerah Sampangan, Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Semakin banyaknya isu tentang global warning menyebabkan perilaku masyarakat menjadi lebih mencintai dan peduli terhadap kelestarian lingkungan. Adanya isu – isu tersebut, maka perusahan menerapkan strategi pemasaran yang berbasis lingkungan atau disebut green marketing. Selain green marketing, perusahaan harus mampu menjaga citra merek produk agar mampu bersaing di pasar. Oleh karena itu dilakuukan penelitian dengan judul “Pengaruh Green Marketing dan Citra Merek terhadap Keputusan Pembelian (studi pada produk air mineral merek AQUA di daerah Sampangan, Semarang”, memiliki rumusan masalah pengaruh green marketing, pengaruh citra merek, dan pengaruh green marketing dan citra merek terhadap keputusan pembelian. Responden ini berjumlah 135 orang yang merupakan konsumen AQUA di Sampangan, Semarang. Teknik sampling menggunakan purposive sampling. Data didapat dari data primer dan data sekunder, analisis menggunakan regresi linier. Hasil pengolahan dan analisis data, green marketing (green product, green price, green place, green promotion) dan citra merek terhadap keputusan pembelian AQUA di Sampangan, Semarang yakni positif dan signifikan baik secara parsial maupun simultan dan nilai determinannya 63,20%. The increasing number of issues about global warnings causes people's behavior to be more loving and concerned about environmental sustainability. The existence of these issues, the company applies an environmental-based marketing strategy or called green marketing. In addition to green marketing, companies must be able to maintain the product brand image in order to be able to compete in the market. Therefore, a study entitled "The Effect of Green Marketing and Brand Image on Purchasing Decisions (a study on AQUA brand mineral water products in the Sampangan area, Semarang", has the problem formulation of the effect of green marketing, the influence of brand image, and the influence of green marketing and brand image towards the purchase decision. These respondents numbered 135 people who were AQUA consumers in Sampangan, Semarang. The sampling technique uses purposive sampling. Data obtained from primary data and secondary data, analysis using linear regression. The results of data processing and analysis, green marketing (green products, green prices, green places, green promotion) and brand image of the AQUA purchase decision in Sampangan, Semarang are positive and significant both partially and simultaneously and the determinant value is 63.20%.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1637 NIM.15.05.51.0313 |
| Uncontrolled Keywords: | green marketing, green product, green price, green place, green promotion, citra merek dan keputusan pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 18 May 2020 03:28 |
| Last Modified: | 18 May 2020 03:28 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6832 |
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