PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRA MILK MELALUI SIKAP KONSUMEN SEBAGAI VARIABEL MEDIASI

Veronica, Veren (2023) PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRA MILK MELALUI SIKAP KONSUMEN SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, Universitas Katolik Musi Charitas.

	Text (Cover) EM-2023-1922012-Cover.pdf Download (1MB)
	Text (Abstract) EM-2023-1922012-Abstract.pdf Restricted to Registered users only Download (88kB) | Request a copy
	Text (Tableofcontent) EM-2023-1922012-Tableofcontent.pdf Restricted to Registered users only Download (110kB) | Request a copy
	Text (Chapter 1) EM-2023-1922012-Chapter 1.pdf Restricted to Registered users only Download (624kB) | Request a copy
	Text (Chapter 2) EM-2023-1922012-Chapter 2.pdf Restricted to Registered users only Download (449kB) | Request a copy
	Text (Chapter 3) EM-2023-1922012-Chapter 3.pdf Restricted to Registered users only Download (357kB) | Request a copy
	Text (Chapter 4) EM-2023-1922012-Chapter 4.pdf Restricted to Registered users only Download (655kB) | Request a copy
	Text (Conclusion) EM-2023-1922012-Conclusion.pdf Restricted to Registered users only Download (100kB) | Request a copy
	Text (Reference) EM-2023-1922012-Reference.pdf Restricted to Registered users only Download (327kB) | Request a copy
	Text (Attachment) EM-2023-1922012-Attachment.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text (Complete) EM-2023-1922012-complete.pdf Restricted to Repository staff only Download (3MB) | Request a copy
	Text (Summary_id) EM-2023-1922012-summary_id.pdf Restricted to Registered users only Download (667kB) | Request a copy

Abstract

ABSTRACT This study aims to empirically analyze the effect of Green Marketing on Consumer Purchase Decisions for Ultra Milk through Customer Attitude as Mediating Variabel. The data used in this research are primary and secondary data through survey technique using questionnaire instrument which is distributed to customers of Ultra Milk in Indonesia. The data analysis technique used are linear regression analysis and path analysis. The sampling method used was purposive sampling with total sample of 100 respondents. The results of this study showed that green marketing has an effect on customer attitude and purchase decision, customer attitude has an effect on purchase decision, and customer attitude mediates the relationship between green marketing and purchase decision. Keywords: Green Marketing, Customer Attitude, Purchase Decision.

Actions (login required)

View Item