Fadilla Nur Fajri, - (2022) PENGARUH GREEN MARKETING TERHADAP PURCHASE DECISION: Studi pada Generasi Z pengguna produk Sensatia Botanicals di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Semakin banyaknya pesaing di Industri Skincare, menuntut perusahaan untuk memperkuat strategi pemasaran dalam menciptakan Keputusan Pengguna. Green Marketing merupakan strategi yang dapat berkontribusi dalam membangun Keputusan Pengguna Produk Green Skincare. Penelitian ini bertujuan untuk menganalisis signifikansi Pengaruh Green Marketing terhadap Keputusan Pengguna. Populasi dalam penelitian ini adalah Generasi Z yang menggunakan Produk Sensatia Botanicals di Indonesia dengan sampel sebanyak 100 orang dengan teknik pengambilan sampel menggunakan purposive sampling. Teknik analisis yang digunakan adalah analisis SEM-PLS dengan program SMARTPLS 3.0. Hasil penelitian ini menunjukkan bahwa deskripsi Green Marketing (green product, green price, green place, dan green promotion) sebagai variabel (X) berpengaruh signifikan terhadap keputusan Pengguna sebagai Variabel (Y). Dimensi green product dalam Green Marketing memberikan kontribusi terbesar dalam membangun keputusan Pengguna. Kata kunci: Generasi Z, Purchase Decision, Green Marketing, Green Skincare Products The increasing number of competitors in Skincare Industry, requires companies to strengthen marketing strategies in creating Purchase Decision. Green marketing is a strategy that can contribute to building Purchase Decision for Green Skincare Product. This study was to analyze the significance of The Influence of Green Marketing on Purchase Decision. The population in this study were Generation Z who used Green Skincare Product Brand Produk Sensatia Botanicals in Indonesia with a sample of 200 people. The sampling technique used purposive sampling. The analysis technique used is Structural Equation Modeling (SEM-PLS) analysis with Smart-PLS 3.0 for Windows program. The results of this study indicate that the description of Green Marketing (green product, green price, green place,and green promotion) as varible (X) has a significant effect on purchase decisions as Variable (Y). The green product dimension in green marketing gives the biggest contribute to building purchase decision. Keyword: Generation Z, Purchase Decision, Green Marketing, Green Skincare Products
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Scholar : https://scholar.google.com/citations?view_op=search_authors&mauthors=puspo+dewi+dirgantari&hl=id&oi=ao ID SINTA Dosen Pembimbing: Bambang Widjajanta : 5984870 Puspo Dewi Dirgantari : 5980376 |
| Uncontrolled Keywords: | Generation Z, Purchase Decision, Green Marketing, Green Skincare Products |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Fadilla Nur Fajri |
| Date Deposited: | 22 Dec 2022 07:25 |
| Last Modified: | 22 Dec 2022 07:25 |
| URI: | http://repository.upi.edu/id/eprint/86466 |
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