Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Produk Hijau

Yuniarty, Ardia and -, Rini Kuswati, S.E., M.Si (2018) Analisis Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Minat Beli Produk Hijau. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the influence of brands and products on buying interest in green products. Where independent variables consist of brand image and brand trust, while the dependent variable is the interest in buying green products. The population in this study is someone who is interested and not interested in making purchases of green products. The sample in this study used as many as 115 respondents, sampling technique with purposive sampling method. The analysis used in this research include test of research instrument, normality test, classical assumption test that is multicollinearity and heteroscedasticity test, and hypothesis test that is multiple linear regression analysis, F test, t-test, and coefficient of determination test (R²). The results showed that the brand image variable has positive and significant impact on the buying interest of green products. Brand trust variables also have a positive and significant effect on buying interest in green products. Simultaneously it can be stated that brand image and brand trust variable have significant influence to the interest of buying green product, the contribution given (R²) is 42,2% and the rest is explained by other variable outside of this research.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Brand Image, Brand Trust and Buy Interest of Green Products
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ARDIA YUNIARTY
Date Deposited: 12 Apr 2018 07:49
Last Modified: 12 Apr 2018 07:49
URI: http://eprints.ums.ac.id/id/eprint/62076

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