ZAHRA, VATIMA AS (2025) PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NPURE DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Increased environmental awareness has prompted skincare companies like Npure to implement eco-friendly marketing strategies. However, in the midst of market competition, more marketing strategies are needed that influence consumer purchasing decisions. This study aims to analyse the effect of Green Marketing and Brand Image on purchasing decisions for Npure products in Surabaya. The method used is a quantitative approach, purposive sampling technique with Partial Least Square (PLS) 4.0 analysis, based on data from 96 Npure user respondents. The results show that Green Marketing has a positive and significant effect on purchasing decisions, especially in the Green Product aspect. In contrast, Brand Image does not have a significant effect. These findings indicate the importance of sustainable product strategies in attracting consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | VATIMA AS ZAHRA basyir | ||||||||
| Date Deposited: | 21 Jul 2025 03:34 | ||||||||
| Last Modified: | 21 Jul 2025 03:34 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39834 |
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PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NPURE DI KOTA SURABAYA. (deposited UNSPECIFIED)
- PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NPURE DI KOTA SURABAYA. (deposited 21 Jul 2025 03:34) [Currently Displayed]
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