PENGARUH GREEN MARKETING, BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION FORE COFFEE DI DKI JAKARTA

Hizkia Putra Sahat Dame Nainggolan, . (2023) PENGARUH GREEN MARKETING, BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION FORE COFFEE DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study aimed at examining the impact of green marketing, brand image, and social media marketing on purchase decisions. The study employs a quantitative descriptive analysis method, and data is obtained through the distribution of questionnaires using non-probability sampling with purposive sampling. Thus, the sample size consists of 100 Fore Coffee consumers residing in DKI Jakarta. The data analysis technique utilized is descriptive and inferential data analysis using Partial Least Square (PLS) with SmartPLS 4.0 software. The research findings indicate that (1) green marketing has an influence towards purchase decision, with an fvalue 3.072 > 1.98447 ftable; (2) brand image does not have an influence towards purchase decision, with an fvalue 1.216 < 1.98447 ftable; and (3) social media marketing has an influence on purchase decision, with an fvalue 6.000 > 1.98447 ftable. Simultaneously, the variables green marketing, brand image and social media marketing have an influence of 80.8% on the purchase decision variable.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010111088] [Pembimbing: Diana Triwardhani] [Penguji 1: Miguna Astuti] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: green marketing, brand image, social media marketing, purchase decisions, fore coffee
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Hizkia Putra Sahat Dame Nainggolan
Date Deposited: 21 Mar 2024 03:53
Last Modified: 21 Mar 2024 03:53
URI: http://repository.upnvj.ac.id/id/eprint/28902

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