Pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Minat Beli Produk The Body Shop di Surakarta dengan Citra Merek Sebagai Variabel Mediasi

Patjutri, Leilani Metta and , Ir. Irmawati, S.E., M.Si (2022) Pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Minat Beli Produk The Body Shop di Surakarta dengan Citra Merek Sebagai Variabel Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research is discussing about how the green marketing and corporate social responsibility affect the consumer interest to buy product from the brand image as the mediating variable at The Body Shop store. This research is aimed to examine and analyse the green marketing and corporate social responsibility effect on buying interest from the brand image at The Body Shop store as the mediating variable. The sampling technique used in this study is a non-probability sampling technique with purposive sampling approach with a total of 100 respondents. The analytical tools used in this study is a SmartPLS software. The result of this study shows that green marketing has a positive and significant effects on brand image and has a positive but not significant effect on buying interest, corporate social responsibility has a positive and significant effects on brand image and has a positive but not significant effect on buying interest, brand image has a positive and significant effects on buying interest, green marketing on buying interest shows a positive and significant relation with brand image as a mediating variable, corporate social responsibility on buying interest shows a positive and significant relation with brand image as a mediating variable.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	green marketing, corporate social responsibility, brand image, buying interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	LEILANI METTA PATJUTRI
Date Deposited:	09 Aug 2022 03:07
Last Modified:	09 Aug 2022 03:08
URI:	http://eprints.ums.ac.id/id/eprint/103016

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