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.

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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.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Green Marketing ; Sikap Konsumen ; Keputusan Pembelian
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 2414 not found.
Date Deposited: 01 Mar 2023 11:11
Last Modified: 27 Mar 2023 02:00
URI: https://eprints.ukmc.ac.id/id/eprint/9680

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