Pengaruh Etika Pemasaran, Lingkungan Sosial, dan Kesadaran Kesehatan terhadap Keputusan Pembelian Minuman dalam Kemasan 'less sugar/no sugar'

Angel, Alycia (2025) Pengaruh Etika Pemasaran, Lingkungan Sosial, dan Kesadaran Kesehatan terhadap Keputusan Pembelian Minuman dalam Kemasan 'less sugar/no sugar'. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the effect of marketing ethics, social environment, and health awareness on purchasing decisions for ‘less sugar/no sugar’ beverage products. The population in this study were consumers who knew the marketing of ‘less sugar/no sugar’ beverage products and had purchased beverage products. The sample size was taken as many as 175 respondents using non-probality sampling method and purposive sampling technique. Data collection was carried out by questionnaire. The data analysis techniques used are instrument feasibility tests (validity and reliability tests), classical assumption tests (normality tests, multicollinearity tests, and heteroscedasticity tests), multiple linear regression tests, hypothesis testing (determintasi coefficient test and t test). The results in this study indicate that marketing ethics has no influence while the social environment and health awareness have a positive and significant influence on purchasing decisions.

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