Image of Analisis Pengaruh Green Marketing dan Persepsi Harga terhadap Keputusan Pembelian Detergen Gentle Gen dengan Citra Merek sebagai Variabel Mediasi

SKRIPSI MBS

Analisis Pengaruh Green Marketing dan Persepsi Harga terhadap Keputusan Pembelian Detergen Gentle Gen dengan Citra Merek sebagai Variabel Mediasi

ABSTRACT

The purpose of the study was to determine the influence of green marketing and
price perception on the purchase decision of Gentle Gen detergent with brand image as
a mediating variable in Karanganyar Regency. The research method used in this study is
quantitative method. The approach used is nonprobability sampling with accidental
sampling approach.
The data was analyzed statistically using a variance-based Structural -Equation
Modeling measuring tool or called Partial Least Square (SEM-PLS) and using the help
of Smartpls V.4 software data analysis tools. The subjects of this study amounted to 123
respondents of the Karanganyar Regency Community who had purchased Gentle Gen
products using the data collection method using questionnaire distribution.
The results of this study show that (1) green marketing has a positive and
significant effect on brand image (2) price perception has a positive and significant effect
on brand image (3) brand image has a positive and significant effect on purchasing
decisions (4) green markeing has a positive and significant effect on purchasing decisions
(5) price perception has a positive and significant effect on purchasing decisions(6) green
marketing has a positive and significant effect on purchasing decisions through brand
image (7) Price perception has a positive and significant influence on purchasing
decisions through brand image.
Keywords: green marketing, price perception, brand image, and purchasing decisions

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 NUR a 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 116 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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