Implementasi Green Marketing Terhadap Keputusan Pembelian Konsumen pada Giant Express Jember

Ellyn, Ellyn (2020) Implementasi Green Marketing Terhadap Keputusan Pembelian Konsumen pada Giant Express Jember. Undergraduate thesis, Universitas Muhammadiyah Jember.

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Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis dan menguji implementasi green marketing terhadap keputusan pembelian konsumen pada Giant Express Jember. Penelitian ini menggunakan metode deskriptif pendekatan kuantitatif. Sampel dalam penelitian ini adalah para konsumen yang pernah berbelanja dan yang sedang berbelanja di Giant Express Jember. Cara pengambilan sampel dilakukan dengan cara sistem random sampling. Teknik pengumpulan data yang digunakan adalah melalui wawancara dan penyebaran kuisioner. Metode yang digunakan yaitu analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa variabel produk tidak berpengaruh signifikan terhadap keputuan pembelian konsumen, variabel harga berpengaruh signifikan terhadap keputusan pembelian konsumen, variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian konsumen, dan variabel tempat berpengaruh signifikan terhadap keputusan pembelian konsumen. Kata kunci : produk, harga, promosi, tempat, dan keputusan pembelian konsumen. Abstract This study was to analyze and test the implementation of green marketing on consumer purchasing decisions on Giant Express Jember. This research use a descriptive quantitative approach. The sampel in this study were consumers who had shopped and were shopping at Giant Express Jember. The sampling method is carried out by means of a random sampling system. The data collection techniques use were through interview and questionnaires. The method used is multiple linear regression analysis. The results of this study indicate that product variables do not significantly influence consumer purchasing decisions, price variables have a significant effect on consumer purchasing decisions, promotion variables have no significant effect on consumer purchasing decisions, and place variables have a significant effect on consumer purchasing decisions. Keyword : product, price, promotion, place and consumer purchasing decisions.

Item Type:

Thesis (Undergraduate)

Subjects:

300 Social Science > 330 Economics

Divisions:

Faculty of Economics > Department of Management (S1)

Department:

S1 Manajemen

Depositing User:

Ellyn Ellyn

Contributors: