Prihatini, Aprillia (2023) MENINGKATKAN PURCHASE DECISION MELALUI BRAND IMAGE (STUDI PADA PENGGUNA PRODUK GARNIER MAHASISWA JURUSAN MANAJEMEN). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (SKRIPSI)
Aprillia Prihatini_5551180047_Fulltext.pdf Restricted to Registered users only Download (1MB) |
|
Text (CEK PLAGIARISME)
Aprillia Prihatini_5551180047_CP.pdf Restricted to Registered users only Download (13MB) |
|
Text (COVER s.d BAB 1 + DAFTAR PUSTAKA)
Aprillia Prihatini_5551180047_01.pdf Restricted to Registered users only Download (3MB) |
|
Text (BAB II)
Aprillia Prihatini_5551180047_02.pdf Restricted to Registered users only Download (104kB) |
|
Text (BAB III)
Aprillia Prihatini_5551180047_03.pdf Restricted to Registered users only Download (110kB) |
|
Text (BAB IV)
Aprillia Prihatini_5551180047_04.pdf Restricted to Registered users only Download (326kB) |
|
Text (BAB V)
Aprillia Prihatini_5551180047_05.pdf Restricted to Registered users only Download (41kB) |
|
Text (DAFTAR PUSTAKA)
Aprillia Prihatini_5551180047_Ref.pdf Restricted to Registered users only Download (89kB) |
|
Text (LAMPIRAN)
Aprillia Prihatini_5551180047_Lamp.pdf Restricted to Registered users only Download (349kB) |
Abstract
This study aims to determine the role of brand image (Z) in mediating purchasing decision (Y) for Garnier product users management student . The research method used is quantitative with a descriptive approach. This study collects data based on questionnaires, literature studies and observation. This study's population were Management students 2018-2020’s generation aged 18-26 years Sultan Ageng Tirtayasa University and a sample of 110 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with SmartPLS 3.3.3 analysis tool. This study has some results : (1) Green Marketing have a positive and significant influence on purchase decision. (2) Green Marketing have a positive and significant influence on brand image. (3) Product Quality have a positive and significant influence on purchase decision. (4) Product Quality have a positive and significant influence on brand image. (5) Brand Image have a positive and significant influence on purchase decision. (6) Green Marketing have a positive and significant influence on purchase decision mediated by brand image. (7) Product Quality have a positive and significant influence on purchase decision mediated by brand image. Keywords: Green Marketing, Product Quality, Brand Image, Purchase Decision, Mediation.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | ABSTRAK Penelitian ini bertujuan untuk mengetahui peran brand image (Z) dalam memediasi purchase decision (Y) pada pengguna produk Garnier mahasiswa jurusan Manajemen. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan dan observasi. Populasi dalam penelitian ini adalah mahasiswa jurusan Manajemen angkatan 2018-2020 berusia 18-26 tahun Universitas Sultan Ageng Tirtayasa. Sampel penelitian ini berjumlah 110responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.3.3. Penelitian ini memiliki hasil : (1) Green Marketing berpengaruh positif dan signifikan terhadap purchase decision. (2) Green Marketingberpengaruh positif dan signifikan terhadap brand image. (3) Product Quality berpengaruh positif dan signifikan terhadap purchase decision. (4) Product Quality berpengaruh positif dan signifikan terhadap brand image. (5) Brand Image berpengaruh positif dan signifikan terhadap purchase decision. (6) Green Marketing berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand image. (7) Product Quality berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand image. Kata Kunci: Green Marketing, Product Quality, Brand Image, Purchase Decision, Mediasi. | |||||||||
| Uncontrolled Keywords: | Kata Kunci: Green Marketing, Product Quality, Brand Image, Purchase Decision, Mediasi. Keywords: Green Marketing, Product Quality, Brand Image, Purchase Decision, Mediation. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
|||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | Aprillia Prihatini | |||||||||
| Date Deposited: | 28 Mar 2023 14:37 | |||||||||
| Last Modified: | 28 Mar 2023 14:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/22701 |
Actions (login required)
 |
View Item |