Pengaruh Green Marketing Mix Terhadap Purchase Intention Produk Nike Di Indonesia

Munawar, Rizky Ali and , Dra. Wafiatun Mukharomah, M.M. (2023) Pengaruh Green Marketing Mix Terhadap Purchase Intention Produk Nike Di Indonesia. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of Green Marketing Mix on Purchase Intention of Nike products in Indonesia. The method used in this research is a quantitative method. The population in this study are Indonesian people who have the intention to buy Nike products. The sampling technique used in this study was purposive sampling with a total of 100 respondents according to predetermined criteria. The data source used in this study is primary data and the data collection method uses a questionnaire with a Likert scale of 1 - 5. The data analysis tool used is SmartPLS version 3. The results of the analysis in this study indicate that green product has a positive and significant effect on purchase intention, green price has a positive significant effect on purchase intention, green place has no influence on purchase intention, and green promotion has a positive and significant effect on purchase intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Green product, Green price, Green place, dan Green promotion.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIZKY ALI MUNAWAR
Date Deposited:	18 Feb 2023 04:57
Last Modified:	18 Feb 2023 04:57
URI:	http://eprints.ums.ac.id/id/eprint/108978

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