KEVIN, I MADE (2019) PENGARUH GREEN PRODUCT, GREEN PRICE DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi kasus pada konsumen Green Product Lion Star di PT. Bank Capital Atrium Senen). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh antara variabel green product, green price, dan citra merek terhadap keputusan pembelian. Populasi dalam penelitian ini adalah nasabah dan karyawan yang menggunakan produk Lion Star di PT. Bank Capital Atrium Senen. Jenis data yang digunakan dalam penelitian ini adalah data primer dan sekunder. Metode pengumpulan data menggunakan angket atau pernyataan didalam kuisioner. Dalam penelitian sampel yang digunakan adalah purposive sampling. Sampel yang diambil dalam penelitian ini adalah 100 responden. Alat analisis yang digunakan dalam penelitian ini adalah menggunakan, uji validitas dan reliabilitas, analisis uji asumsi klasik, analisis regresi melalui uji hipotesis seperti uji t dan uji f, koefisien determinasi (R2). Hasil penelitian ini menunjukkan bahwa variabel green price, citra merek masing-masing berpengaruh terhadap keputusan pembelian, sedangkan variabel green price tidak memiliki pengaruh terhadap keputusan pembelian produk Lion Star, dan dinyatakan bahwa variabel green product, green price, citra merek dinyatakan berpengaruh terhadap keputusan pembelian produk Lion Star secara simultan atau bersama-sama. Kata kunci : Green Product, Green Price, Citra Merek, dan Keputusan Pembelian ABSTRACT This study discusses the influence of green products, green prices, and brand image on purchasing decisions. The population in this study are companies that use Lion Star products at PT. Bank Capital Atrium Senen. The type of data used in this study are primary and secondary data. The method of approving data uses a questionnaire or approves in the questionnaire. The research sample used was purposive sampling. Samples taken in this study were 100 respondents. The analytical tool used in this study is to use, validity and reliability test, classical assumption test analysis, regression analysis through hypothesis testing such as t test and f test, coefficient of determination (R2). The results of this study indicate that the green price variable, the respective brand image of the purchase decision, while the green price variable has no influence on the purchase decision of Lion Star products, and are considered as green product variables, green prices, brand image related to the Lion product purchase decision Star simultaneously or together. Keywords: Green Product, Green Price, Brand Image and Purchasing Decisions
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 22 Dec 2021 04:01 | ||||||||
| Last Modified: | 22 Dec 2021 04:01 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6361 |
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