SKRIPSI MBS

Pengaruh Kesadaran Lingkungan, Green Marketing dan Brand Image Terhadap Keputusan Pembelian Pada Produk Detergen Rinso

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ABSTRACT

This research aims to determine the influence of environmental awareness,
green marketing and brand image on purchasing decisions for Rinso detergent
products. The type of research used is quantitative research. The population in this
research is all consumers of Rinso detergent products who live in Solo Raya. The
sampling technique in this study used a non-probability sampling technique using
purposive sampling, so that the number of samples used in the research was 105
respondents. This research sample was collected using a questionnaire and
distributed via Google Form. In this research, the data was processed using the
Statistical Product and Service Solution (SPSS) version 26 program.
The results of this research indicate that (1) the environmental awareness
variable has a negative and insignificant effect on purchasing decisions, so that the
higher the environmental awareness, the lower the purchasing decisions.
Meanwhile, variable (2) green marketing has a positive and significant effect on
purchasing decisions and (3) brand image has a positive and significant effect on
purchasing decisions, so this shows that the higher the green marketing and brand
image, the more purchasing decisions will increase. In this study, the brand image
variable has the greatest influence on purchasing decisions, because Rinso
detergent products have a good reputation, so that in meeting the needs for cleaning
and washing clothes, respondents decided to buy Rinso detergent products. So the
company must be able to improve and maintain the Rinso detergent brand image.
Keywords: Environmental awareness, green marketing, brand image and
purchasing decisions

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 AFI p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 109 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

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Afifah Nur Laili Romadloni

Versi lain/terkait

Lampiran Berkas

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