SKRIPSI MBS

ANALISIS PENGARUH GREENMARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA AIR MINERAL DALAM KEMASAN ADES

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ABSTRACT

The purpose of this study was to determine and analyze the effect of green marketing on
brand image of drinking water in Ades packaging, green marketing on interest in buying drinking
water in Ades packaging, and determine the effect of brand image on interest in buying drinking
water in Ades packaging. The sampling technique used was purposive sampling and the research
sample was 364 respondents. The variables of this study used two variables, namely dependent
and independent.
For the dependent variable (y) of this study is the purchase decision. The independent
variables (x) include: Green Marketing (x1) and Brand Image (x2). For the data analysis method
using multiple linear regression analysis model. Meanwhile, for data processing using the IBM
SPSS Statistics 22.0 program.
The results of this study indicate that there is an influence of Brand Image on the purchase
decision of Ades mineral water, the Brand Image provided by the company encourages the
attitude of consumer purchasing power to be better, and the given Brand Image is also a reference
for the level of consumer confidence in Ades bottled mineral water products.
Keywords: Green Marketing, Brand Image, and Decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 MUH a 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 60 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Muhammad Ihsan Fathoni Alharis

Versi lain/terkait

Lampiran Berkas

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