Pengaruh Produk Hijau, Merek Hijau Dan Periklanan Hijau Terhadap Keputusan Pembelian (Studi Pada Konsumen Teh Kotak Jasmine di Sragen)

Yuliyanti, Novita Ayu Dwi and , Dr. Jati Waskito SE., M.Si (2021) Pengaruh Produk Hijau, Merek Hijau Dan Periklanan Hijau Terhadap Keputusan Pembelian (Studi Pada Konsumen Teh Kotak Jasmine di Sragen). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine: (1) the effect of green product on the purchasing decisions of consumers of Teh Kotak Jasmine in Sragen, (2) the influence of green brand on the purchasing decisions of consumers of Teh Kotak Jasmine in Sragen, (3) the influence of green advertising on the purchasing decisions of Teh Kotak consumers. Jasmine in Sragen. The research method used is a method with a quantitative approach used to examine certain populations and samples, namely consumers of Teh Kotak Jasmine products who are domiciled in Sragen and have seen an advertisement for Teh Kotak Jasmine with the theme Thanks to Nature. Sampling was done by non-probability sampling technique used in this study is purposive sampling with a total of 100 respondents and the data used is primary data in the form of a questionnaire. The results of this study indicate that: (1) green product have a significant effect on the purchasing decisions of consumers of Teh Kotak Jasmine in Sragen, (2) green brand have a significant effect on purchasing decisions of consumers of Teh Kotak Jasmine in Sragen, (3) green advertising has a significant effect on purchasing decisions. Jasmine Box Tea consumers in Sragen.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	green product, green brand, green advertising, purchasing decisions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NOVITA AYU DWI YULIYANTI
Date Deposited:	07 Aug 2021 04:17
Last Modified:	07 Aug 2021 04:17
URI:	http://eprints.ums.ac.id/id/eprint/92711

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