PENGARUH GREEN MARKETING COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEJAUH MATA MEMANDANG PADA TAHUN 2020 – 2024

Priskila Dwiangginta Iasati, . (2025) PENGARUH GREEN MARKETING COMMUNICATION TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEJAUH MATA MEMANDANG PADA TAHUN 2020 – 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

As public awareness of environmental issues increases, movements oriented toward environmental concern have become more widespread. In this context, green marketing communication has become a strategy increasingly adopted by companies as an active form of participation in environmental preservation efforts. This study aims to determine the influence of Green Marketing Communication carried out by Sejauh Mata Memandang on its customers' purchase decisions from 2020 to 2024. The method used in this research is a quantitative approach with a survey method. The sampling technique applied was purposive sampling by distributing questionnaires to 115 respondents who were followers of the Sejauh Mata Memandang Instagram account during the 2020–2024 period, had purchased their products, and were aware of and had visited the official Sejauh Mata Memandang website. The results show that Green Marketing Communication has a positive and significant influence on purchase decisions, with an R² or coefficient of determination value of 29.2%. This means Green Marketing Communication contributes 29.2% to the purchase decisions, while the remaining percentage is influenced by other factors not examined in this study. Keywords: Green Marketing Communication, Purchase Decision, Sejauh Mata Memandang

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411067] [Pembimbing: Rut Rismanta Silalahi] [Penguji 1: Drina Intyaswati] [Penguji 2: Garcia Krisnando Nathanael]
Uncontrolled Keywords: Green Marketing Communication, Purchase Decision, Sejauh Mata Memandang
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: PRISKILA DWIANGGINTA IASATI
Date Deposited: 07 Aug 2025 03:18
Last Modified: 07 Aug 2025 03:18
URI: http://repository.upnvj.ac.id/id/eprint/39027

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