PENGARUH GREEN AWARENESS PRODUCT TERHADAP KEPUTUSAN PEMBELIAN SEPATU NIKE MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING
| Main Author: | Huda, Imron Fathul |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/53560/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/53560/2/BAB%20I.pdf http://eprints.umm.ac.id/53560/3/BAB%20II.pdf http://eprints.umm.ac.id/53560/4/BAB%20III.pdf http://eprints.umm.ac.id/53560/5/BAB%20IV.pdf http://eprints.umm.ac.id/53560/6/BAB%20V.pdf http://eprints.umm.ac.id/53560/7/LAMPIRAN.pdf http://eprints.umm.ac.id/53560/ |
Daftar Isi:
- This This study aims to determine the effect of the green awareness product variable by looking at brand image as a mediating variable on purchasing decisions for Nike shoes products. This type of research is quantitative research. The sample in this study were 100 respondents. The sampling technique uses accidental sampling. The technique of collecting data using a questionnaire. The analytical tool used is path analysis. The results of the analysis show that the brand image does not mediate between the variable green awareness product on the decision to purchase Nike shoes. Hypothesis testing using t test and sobel. The test results show that 1) there is a significant influence to green awareness product on purchasing decisions, 2) there is a significant effect to green awareness product of brand image, 3) there is a significant influence to brand image on purchasing decisions, and 4) there is no mediation to green product awareness of purchasing decisions through brand image as a mediating variable.