Pengaruh green marketing melalui attitude dan product image terhadap purchase intention pada produk Molto PT. Unilever Tbk. di Surabaya

Firmansyah, Victor (2017) Pengaruh green marketing melalui attitude dan product image terhadap purchase intention pada produk Molto PT. Unilever Tbk. di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Green Marketing merupakan salah satu strategi pemasaran perusahaan dalam memasarkan produk yang ramah lingkungan bagi konsumen targetnya. Penelitian ini bertujuan mengetahui pengaruh Green Marketing melalui Attitude dan Product Image terhadap Purchase Intention pada produk Molto PT. Unilever Tbk. di Surabaya. Penelitian ini merupakan jenis penelitian desain kausal. Teknik pengambilan sampel menggunakan non probability purposive sampling. Sampel yang digunakan sebanyak 100 responden. Data dikumpulkan dengan instrumen kuesioner dan selanjutnya diolah dengan teknik analisis Structural Equation Model dengan menggunakan program LISREL. Hasil penelitian menunjukkan bahwa Green Marketing berpengaruh positif terhadap Attitude, Green Marketing berpengaruh positif terhadap Product Image, Attitude berpengaruh positif terhadap Purchase Intention, Product Image berpengaruh positif terhadap Purchase Intention, Green Marketing berpengaruh positif terhadap Purchase Intention melalui Attitude, dan Green Marketing berpengaruh positif terhadap Purchase Intention melalui Product Image.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Green Marketing; Attitude; Product Image; Purchase Intention
Subjects: Business
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 3871 not found.
Date Deposited: 02 Feb 2017 01:41
Last Modified: 02 Feb 2017 01:41
URI: http://repository.ukwms.ac.id/id/eprint/9812

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