Aqila Ilmi Salsabila, . (2025) PENGARUH GREEN MARKETING MIX, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SAFIA NATURAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to examine, analyze, and validate the effect of green marketing mix, brand image, and brand awareness on purchasing decisions for Safia Natural products. The sample in this study was Safia Natural consumers with a total of 100 respondents aged 17 years or older who had purchased Safia Natural skincare products. This research using a quantitative approach with a nonprobability sampling method through purposive sampling, and data collection using primary data and secondary data obtained through online questionnaires with Google Form and using book sources, journals and reports as references. The data analysis method used is the path analysis with the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach, processed using SmartPLS software version 4.0. The PLS-SEM analysis shows that the green marketing mix influences purchasing decisions for environmentally friendly skincare products, brand image influences purchasing decisions for environmentally friendly skincare products, and brand awareness influences purchasing decisions for environmentally friendly skincare products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111124] [Pembimbing: Pusporini] [Penguji 1: Bernadin Dwi Mardiatmi] [Penguji 2: Maria Assumpta Wikantari] |
| Uncontrolled Keywords: | Green Marketing Mix, Brand Image, Brand Awareness, Purchase Decision, Skincare, Safia Natural |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | AQILA ILMI SALSABILA |
| Date Deposited: | 15 Aug 2025 08:09 |
| Last Modified: | 15 Aug 2025 08:09 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38022 |
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