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PENGARUH GREEN BRAND TERHADAP KEPUTUSAN PEMBELIAN YANG DI MEDIASI MINAT BELI (Studi pada Konsumen Air minum dalam kemasan Ades)

Arif, Muhammad Fachri (2019) PENGARUH GREEN BRAND TERHADAP KEPUTUSAN PEMBELIAN YANG DI MEDIASI MINAT BELI (Studi pada Konsumen Air minum dalam kemasan Ades). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of green brand on purchasing decisions mediated by buying interest in consumers of Ades bottled water. This type of research is survey quantitative research. Sample in this study was 110 respondents. The sampling technique uses purposive sampling. Data collection techniques using questionnaires. The analytical tool used is path analysis test. The results of path analysis show that the direct effect of green brands on purchasing decisions is more effective than indirect influences. Hypothesis testing uses t test and sobel test. The t-test results show that the green brand has a significant effect on Ades consumer purchasing decisions, the green brand has a significant effect on Ades consumer buying interest, interest has a significant effect on Ades consumer purchasing decisions. The sobel test results show that the buying interest variable can mediate the relationship between the green brand variable and the Ades consumer purchasing decision variable.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201510160311047
Keywords: Mediation, green brand, buying interest, purchasing decision
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 26 Jul 2019 02:52
Last Modified: 26 Jul 2019 02:52
URI : http://eprints.umm.ac.id/id/eprint/47405

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