PENGARUH GREEN PRODUCT, GREEN MARKETING, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AIR MI- NUM DALAM KEMASAN CLEO (Survei pada Mahasiswa FEB UPN “Veteran” Yogyakarta)

ABDURRAZAK, ALFAN (2023) PENGARUH GREEN PRODUCT, GREEN MARKETING, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AIR MI- NUM DALAM KEMASAN CLEO (Survei pada Mahasiswa FEB UPN “Veteran” Yogyakarta). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

iv
PENGARUH GREEN PRODUCT, GREEN MARKETING, DAN CITRA
MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN AIR MI-
NUM DALAM KEMASAN CLEO
(Survei pada Mahasiswa FEB UPN “Veteran” Yogyakarta)
ALFAN ABDURRAZAK
NIM 141190085
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
abdurrazakalfan@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui Pengaruh Green Product, Green Mar-
keting, dan Citra Merek terhadap Keputusan Pembelian. Penelitian ini merupakan
penelitian survei, menggunakan alat pengumpulan data berupa kuisioner. Populasi
serta sampel pada penelitian ini sebanyak 128 konsumen mahasiswa FEB UPN
“Veteran” Yogyakarta, menggunakan data primer dengan metode purposive sam-
pling. Kriteria responden dalam penelitian ini konsumen merupakan mahasiswa ak-
tif FEB UPN “Veteran” Yogyakarta, konsumen sedang dalam proses keputusan
pembelian AMDK Cleo, memiliki pertimbangan untuk membeli green product,
mempertimbangkan green marketing dalam membeli produk Cleo serta memper-
timbangkan citra merek AMDK Cleo saat akan melakukan keputusan pembelian.
Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian
menunjukkan bahwa: 1) Secara bersama-sama green product, green marketing, dan
citra merek mempunyai pengaruh signifikan terhadap keputusan pembelian, 2)
Green product berpengaruh positif dan signifikan terhadap keputusan pembelian,
3) Green marketing berpengaruh positif dan signifikan terhadap keputusan pem-
belian, 4) Citra merek berpengaruh positif dan signifikan terhadap keputusan pem-
belian.
Kata Kunci: Green Product, Green Marketing, Citra Merek, Keputusan Pembelian
v
THE INFLUENCE OF GREEN PRODUCT, GREEN MARKETING, AND
BRAND IMAGE ON CONSUMER PURCHASING DECISIONS OF CLEO
MINERAL WATER
(Survey of UPN "Veteran" FEB Students in Yogyakarta)
ALFAN ABDURRAZAK
NIM 141190085
Management Study Program
Faculty of Economics and Business UPN “Veteran” Yogyakarta
abdurrazakalfan@gmail.com
ABSTRACT
This research aims to determine the influence of the Green Product, Green Mar-
keting, and Brand Image on Purchase Decisions. The study was conducted through
a survey using a questionnaire as a data collection tool. The population and sample
in this study are 128 consumer students from FEB UPN "Veteran" Yogyakarta, us-
ing primary data with the purposive sampling method. The criteria for respondents
in this study are consumers who are active students of FEB UPN "Veteran" Yogya-
karta, considering purchasing Cleo bottled water, considering green products
when purchasing Cleo products, considering green marketing when purchasing
Cleo products, and considering the brand image of Cleo bottled water when making
a purchase decision. The data analysis technique used is the multiple linear regres-
sion technique. The results show that: 1) the Green Product, Green Marketing, and
Brand Image together have a significant influence on purchase decisions, 2) the
Green Product has a positive and significant influence on purchase decisions, 3)
Green Marketing has a positive and significant influence on purchase decisions, 4)
Brand Image has a positive and significant influence on purchase decisions.
Keywords: Green Product, Green Marketing, Brand Image, Purchase Decisions

Item Type: Thesis (Other)
Uncontrolled Keywords: Green Product, Green Marketing, Citra Merek, Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 13 Jun 2023 03:52
Last Modified: 13 Jun 2023 03:52
URI: http://eprints.upnyk.ac.id/id/eprint/35895

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