Ilmi, Galih Syahrul (2024) Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Air Minum Dalam Kemasan (AMDK) Le Minerale di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Green Marketing and Brand Image on the purchasing decisions of Le Minerale bottled drinking water. The study uses a sample of 100 respondents, selected based on Ghozali's (2011) theory. The data analysis method used is regression analysis with an R2 value of 0.975130, indicating that the research model can explain 97.51% of the variability in purchasing decisions. The results show that Green Marketing has a significant effect on the purchasing decisions of Le Minerale, indicating that an effective Green Marketing strategy aligns with increased consumer purchasing decisions. Additionally, Brand Image is also found to have a significant influence on purchasing decisions, meaning that an improvement in Le Minerale's Brand Image corresponds to an increase in consumer purchasing decisions. These findings emphasize the importance of green marketing strategies and brand image in influencing consumer purchasing behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | galih syahrul ilmi | ||||||||
| Date Deposited: | 18 Jul 2024 08:36 | ||||||||
| Last Modified: | 18 Jul 2024 08:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26460 |
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