PENGARUH DIMENSI GREEN MARKETING DAN DIMENSI BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ( Studi pada Produk Nu Skin di Rumah Facial Novi )

Valencia, - (2019) PENGARUH DIMENSI GREEN MARKETING DAN DIMENSI BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ( Studi pada Produk Nu Skin di Rumah Facial Novi ). Skripsi thesis, Universitas Pasir Pengaraian.

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Abstract

________________ ___________________________________________________________________ Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh dimensi ________________ Grenn marketing dan dimensi brand image terhadap keputusan pembelian pada konsumen produk Nu Skin di Rumah Facial Novi Nu Skin. Variabel Independen yang digunakan dalam penelitian ini adalah Police of Green Marketing (X1), Green Publicity and Green Sponsoring (X2), Brand Identity (X3), dan Brand Personality (X4), sedangkan variabel Dependennya adalah Keputusan Pembelian (Y). Dimensi Green Marketing, Dimensi Brand Image dan Keputusan Pembelian. ____________________ Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan instrument utama pengumpulan data adalah kusioner yang diukur dengan skala ordinal. Populasinya adalah 1100 orang dan penetuan jumlah sampel dengan menggunakan rumus Slovin sebanyak 92 responden yang merupakan konsumen produk Nu Skin di Rumah Facial Novi Nu Skin. Hasil penelitian menunjukkan bahwa Dimensi Green Marketing, dan Dimensi Brand Image berpengaruh positif terhadap Keputusan Pembelian produk Nu Skin. THE INFLUENCE OF THE GREEN MARKETING DIMENSION AND THE BRAND IMAGE DIMENSION ON PURCHASING DECISIONS (Study on Nu skin products at Novi Nu skin Facial House) ___________________________________________________________________ This research aims to determine the effect of the influence of the Grenn marketing dimension and the brand image dimension on purchasing decisions on Nu Skin product consumers at Novi Nu Skin Facial House. Independent variables used in this study are Police of Green Marketing (X1), Green Publicity and Green Sponsoring (X2), Brand Identity (X3), and Brand Personality (X4), while the Dependent variable is a Purchase Decision (Y). The analytical method used in this study is Structural Equation Modeling (SEM) with the main instrument of data collection is questionnaire measured by an ordinal scale. The populationis 1100 people and the number of sample is determined using Slovin formula as many as 92 respondents who were consumers of Nu Skin products at Novi Nu Skin Facial House. The results showed that the Green Marketing Dimension, and the Brand Image Dimension had a positive effect on the Nu Skin Product Purchase Decision. 

Item Type:	Thesis (Skripsi)
Subjects:	Dewey decimal Classification Subject Areas > 300 Ilmu Sosial Dewey decimal Classification Subject Areas > 300 Ilmu Sosial
Divisions:	Fakultas Ekonomi > Program Studi Manajemen
Depositing User:	Unnamed user with username FEKON
Date Deposited:	27 Nov 2019 05:12
Last Modified:	28 Nov 2019 03:08
URI:	http://repository.upp.ac.id/id/eprint/63

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