Pengaruh Green Marketing dan Effect Brand Image Terhadap Minat Beli Konsumen The Body Shop Batam

Ceria, Felisia Intan (2020) Pengaruh Green Marketing dan Effect Brand Image Terhadap Minat Beli Konsumen The Body Shop Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh dari green marketing dan effect brand image terhadap konsumen the body shop batam. Objek dari penelitian ini adalah effect brand image the body shop terhadap konsumen. Metode penelitian dari penelitian ini adalah purchase intention dimana kriteria penelitian ini memenuhi karteristik tujuan penelitian tersebut. Metode dalam penelitian tersebut menggunakan SPSS disebut juga Statistical Product and Service Solutions. dengan tujuan menganalisis pengaruh dari variable independen (Green marketing) dan variabel mediasi (brand image) terhadap variabel dependen (minat beli konsumen). Populasi penelitian adalah semua kalangan masyarakat. Hasil dari penelitian ini menunjukkan Green marketing (variabel independen) berpengaruh signifikan positif terhadap brand image (variabel mediasi) dan minat beli konsumen (variabel dependen) secara langsung. ********************************************************************** The purpose of this research is to study the majority of green marketing and the influence of brand image on batam body shop consumers. The object of this study is the influence of the body shop brand image on consumers. The research method of this research is purchase intention where this research meets the research criteria. The method in this study uses SPSS, also called Statiscal product and service solutions. with the aim of analyzing the influence of independent variables (Green marketing) and mediating variables (brand image) on the dependent variable (consumer buying interest). The study population is all groups of people. The results showed green marketing (independent variable) had a significant positive effect on brand image (mediating variable) and consumer buying interest (dependent variable) directly.

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