PENGARUH GREEN BRAND TERHADAP KEPUTUSAN PEMBELIAN YANG DI MEDIASI MINAT BELI (Studi pada Konsumen Air minum dalam kemasan Ades)
| Main Author: | Arif, Muhammad Fachri |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/47405/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/47405/2/BAB%20I.pdf http://eprints.umm.ac.id/47405/3/BAB%20II.pdf http://eprints.umm.ac.id/47405/4/BAB%20III.pdf http://eprints.umm.ac.id/47405/5/BAB%20IV.pdf http://eprints.umm.ac.id/47405/6/BAB%20V.pdf http://eprints.umm.ac.id/47405/7/LAMPIRAN.pdf http://eprints.umm.ac.id/47405/ |
Daftar Isi:
- This study aims to determine the effect of green brand on purchasing decisions mediated by buying interest in consumers of Ades bottled water. This type of research is survey quantitative research. Sample in this study was 110 respondents. The sampling technique uses purposive sampling. Data collection techniques using questionnaires. The analytical tool used is path analysis test. The results of path analysis show that the direct effect of green brands on purchasing decisions is more effective than indirect influences. Hypothesis testing uses t test and sobel test. The t-test results show that the green brand has a significant effect on Ades consumer purchasing decisions, the green brand has a significant effect on Ades consumer buying interest, interest has a significant effect on Ades consumer purchasing decisions. The sobel test results show that the buying interest variable can mediate the relationship between the green brand variable and the Ades consumer purchasing decision variable.