GRESTYARA, Fintya Mentari (2017) The Effect Of Green Marketing on Purchase Decision And Green Price As Moderating Variable Between Purchase Intention and Purchase Decision (Survey On Consumer of Ades Bottled Water in Semarang). Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis “Pengaruh Green Marketing Terhadap Purchase Decision dan Green Price Sebagai Variabel Moderasi Antara Purchase Intention dan Purchase Decision”. Penelitian ini dilakukan menggunakan kuesioner dengan jumlah sampel 188 responden dari konsumen air minum dalam kemasan merek Ades di Semarang. Data di analisis menggunakan Structural Equation Model. Hasil Penelitian ini menunjukkan bahwa green marketing berpengaruh positif terhadap green cognition (H1). Green marketing berpengaruh positif terhadap brand image (H2). Green marketing berpengaruh positif terhadap purchase intention (H3). Green cognition berpengaruh positif terhadap brand image (H4). Green cognition tidak berpengaruh terhadap purchse intention (H5). Brand image berpengaruh positif terhadap purchase intention (H6). Purchase intention berpengaruh positif terhadap purchase decision (H7). Green price memoderasi hubungan kausal antara purchase intention dan purchase decision (H8).
| Item Type: | Thesis (Skripsi) |
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| Nomor Inventaris: | C17489 |
| Uncontrolled Keywords: | Green marketing, green cognition, brand image, purchase intention, green price dan purchase decision |
| Subjects: | M > M35 Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mr Rohmadi Rohmadi |
| Date Deposited: | 13 Aug 2019 06:49 |
| Last Modified: | 13 Aug 2019 06:49 |
| URI: | http://repository.unsoed.ac.id/id/eprint/1906 |
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