Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Air Mineral Dalam Kemasan (AMDK) Merk Aqua (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Jambi)

Yuni, Dama Yanti (2022) Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Air Mineral Dalam Kemasan (AMDK) Merk Aqua (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Jambi). S1 thesis, Universitas Jambi.

[img] Text
ABSTRAK.pdf
Download (9kB)
[img] Text
BAB I.pdf
Download (365kB)
[img] Text
BAB V.pdf
Download (264kB)
[img] Text
COVER.pdf
Download (120kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (67kB)
[img] Text
FULL SKRIPSI.pdf
Restricted to Repository staff only
Download (1MB)
[img] Text
HALAMAN PENGESAHAN.pdf
Download (855kB)
Official URL: https://repository.unja.ac.id/

Abstract

Masyarakat Yang Sadar Dan Peduli Terhadap Lingkungan Mempengaruhi Kebiasaan Masyarakat Sebagai Konsumen Yang Mulai Cenderung Menginginkan Produk Yang Ramah lingkungan. Perilaku ini terlihat dari sikap kepedulian konsumen terhadap kelestarian lingkungan sekitar yang semakin cenderung memilih produk ramah lingkungan. Konsumsi dan sikap konsumen terhadap produk ramah lingkungan telah menyebabkan pengembangan bauran pemasaran yang dikenal sebagai pemasaran hijau. Tujuan dari penelitian ini adalah untuk menganalisis dan menjelaskan pengaruh Green marketing dan Brand Image terhadap minat beli produk AMDK AQUA secara simultan maupun parsial. Objek penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Jambi. Metode penelitian yang digunakan adalah kuantitatif. Alat analisis yang digunakan adalah Regresi Linier Berganda. Hasil penelitian ini antara lain: 1) Green Marketing berpengaruh signifikan terhadap Minat Beli AMDK Merek Aqua; 2) Citra Merek berpengaruh signifikan terhadap Minat Beli Merek Aqua AMDK; 3) Green Marketing dan Brand Image secara simultan berpengaruh signifikan terhadap Minat Beli AMDK Aqua. Kata Kunci: Green Marketing, Brand Image, Minat Beli People who are aware of and care about the environment affect people's habits as consumers who are starting to tend to want environmentally friendly products. This behavior can be seen from the attitude of consumers' concern for the preservation of the surrounding environment, which increasingly tends to choose environmentally friendly products. Consumption and consumer attitudes towards environmentally friendly products have led to the development of a marketing mix known as green marketing. The purpose of this study is to analyze and explain the effect of Green marketing and Brand Image on the purchase intention of AQUA AMDK products simultaneously or partially. The object of this research is the students of the Faculty of Economics and Business, Jambi University. The research method used is quantitative. The analytical tool used is Multiple Linear Regression. The results of this study include: 1) Green Marketing has a significant effect on Buying Interest in Aqua Brand AMDK; 2) Brand Image has a significant effect on Buying Interest in the Aqua AMDK Brand; 3) Green Marketing and Brand Image simultaneously have a significant effect on Buying Interest in AMDK Aqua. Keywords: Green Marketing, Brand Image, Buying Interest

Type: Thesis (S1)
Uncontrolled Keywords: Green Marketing, Brand Image, Buying Interest
Subjects: L Education > LB Theory and practice of education
L Education > LC Special aspects of education
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: YANTI
Date Deposited: 22 Jul 2022 06:04
Last Modified: 22 Jul 2022 06:04
URI: https://repository.unja.ac.id/id/eprint/38054

Actions (login required)

View Item View Item
Repository Unja is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.