Skripsi

Pengaruh green marketing terhadap purchase intention yang dimediasi oleh brand image (studi pada followers akun instagram zero waste indonesia yang berminat melakukan pembelian produk mcdonald’s) / Kirana Salshabila Putri Susilo

Abstrak
With the issue of waste management which is still low in Indonesia people are starting to change their lifestyle to minimize the use of plastic materials so that currently green marketing is becoming a trend in society where consumers are more interested in brands that do green marketing. This study aims to determine the effect of Green Marketing on Purchase Intention through Brand Image. This research is a quantitative research with descriptive and explanatory research design. The population in this study is Zero Waste Indonesia s followers on Instagram. The sample taken in this study were 157 respondents. The instrument s feasibility test uses validity and reliability tests. The analytical technique used is descriptive statistical analysis and Partial Least Square (PLS) analytic. The results showed that Green Marketing had a positive and significant effect on Purchase Intention Brand Image had a positive and significant effect on Purchase Intention Green Marketing had a positive and significant effect on Brand Image and Green Marketing had a positive and significant effect on Purchase Intention through Brand Image. In the future it is recommended that green marketing is not only applied to the fast food industry but also to other types of products.

Informasi Detail

DDC

Rs 658.8343 SUS p

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2021.

Deskripsi Fisik

xv, 107 lembar : il. ; 30 cm.

Bahasa

Indonesia

No Reg

04238/KI/22

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2021

Subjek

1. KONSUMEN, MINAT
2. MEREK, CITRA
3. CONSUMER, INTEREST

Pembimbing

1. Hj. Ita Prihatining Wilujeng

Lampiran Berkas