KEPUTUSAN PEMBELIAN PRODUK HAIR CARE LOVE BEAUTY AND PLANET

Rachma Alya Hapsari Kusumayanti, . (2022) KEPUTUSAN PEMBELIAN PRODUK HAIR CARE LOVE BEAUTY AND PLANET. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

One of the most urgent environmental problems today is environmental pollution by plastic waste. This problem is one of the concerns of consumers before making a decision to buy a product. This study was conducted to analyze and prove the effect of green promotions, green products and e-WOM on purchasing decisions for Love Beauty And Planet hair care products. This study used a sample of 75 respondents and used a non-probability sampling technique with purposive sampling. Data was obtained using a questionnaire with the criteria of respondents aged 17 years and over, domiciled in DKI Jakarta, and had purchased Love Beauty And Planet hair care products at least once. This research uses descriptive data analysis technique, validity test, and reliability test. Hypothesis testing in this study used the analysis of the outer model, inner model, and t-statistical test using the SmartPLS 3.0 test tool. This study shows that green promotion and green products have a positive and significant effect on purchasing decisions for Love Beauty And Planet hair care products. However, e-WOM does not have a significant effect on purchasing decisions for Love Beauty And Planet hair care products.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 1810111266] [Pembimbing: Prasetyo Hadi] [Penguji 1: Nobelson] [Penguji 2: Suharyati]
Uncontrolled Keywords:	promosi hijau, produk hijau, e-WOM, keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Rachma Alya Hapsari Kusumayanti
Date Deposited:	29 Jul 2022 07:51
Last Modified:	29 Jul 2022 07:51
URI:	http://repository.upnvj.ac.id/id/eprint/19014

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