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PENGARUH CITRA MEREK DAN KEMASAN RAMAH LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN STARBUCKS DI SURAKARTA

ABSTRACT This study aims to determine the effect of brand image and green packaging on consumer purchasing decisions. The population in this study is Starbucks consumers in Surakarta. The research method used in this research is a quantitative research method. The sampling technique used was non-probability sampling, namely incidental sampling, with a total sample of 115 respondents. The data was analyzed using the SPSS 23 program. The dependent variable of this study was purchasing decisions. The independent variables were brand image and green packaging. The results showed that: (1) brand image had a significant effect on purchasing decisions; and (2) green packaging had no significant effect on purchasing decisions. Keywords: Brand image, Green packaging, and Purchasing decisions.

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 EVI p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 86 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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