PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Amiliyah, Hasna (2024) PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Muhammadiyah Malang.

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Abstract

The purpose of this study is to determine the effect of green marketing mix on purchasing decisions mediated by brand image. The research method used uses quantitative research with a survey approach. This research was conducted on consumers of The Body Shop with a total of 100 respondents. The sampling technique uses a non-probability sampling technique with purposive sampling. Data collection techniques are carried out by distributing questionnaires using google forms. The data analysis method used is a scale range and partial least square analysis assisted by SmartPLS 4.0 software. The results of this study are that green marketing mix has a positive and significant influence on purchasing decisions, green marketing mix has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing decisions, and brand image is able to mediate the influence of green marketing mix on purchasing decisions.

Item Type: Thesis (Undergraduate)
Student ID: 202010160311566
Keywords: Green Marketing Mix, Purchasing Decisions, Brand Image
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 202010160311566 hasnaamiliyah
Date Deposited: 13 Mar 2024 09:46
Last Modified: 13 Mar 2024 09:46
URI: https://eprints.umm.ac.id/id/eprint/4686

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