Nadia Asyura Anjani, . (2023) ANALISIS KEPUTUSAN PEMBELIAN PRODUK SARIAYU MARTHA TILAAR DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to identify the influence of green marketing, brand image, and social media marketing on purchasing decisions for Sariayu Martha Tilaar. The population of this research is the people of DKI Jakarta who have purchased the product and follow one of the social media. Sampling used a non-probability sampling technique with a purposive sampling method. The sample obtained was 100 respondents. The approach used is quantitative. Questionnaires were used as a data collection technique. Partial Least Square is used as a data analysis technique. Data testing was carried out using outer and inner models and hypothesis testing. The research results show: (1) green marketing has a positive and significant influence of 0.262 on purchasing decisions (2) brand image has a positive and significant influence of 0.429 on purchasing decisions (3) social media marketing has a positive and significant influence of 0.267 on purchasing decisions. The contribution of green marketing, brand image and social media marketing seen from the adjusted R-Square is 0.816 or 81.60% while the remainder is caused by other factors 18.40% outside this research model. Keywords: Green marketing, brand image, social media marketing, and purchase decision
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010111090] [Pembimbing: Heni Nastiti] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | Green marketing, brand image, social media marketing, and purchase decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Nadia Asyura Anjani |
| Date Deposited: | 21 Mar 2024 02:59 |
| Last Modified: | 21 Mar 2024 02:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28171 |
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