Pengaruh Green Marketing terhadap Minat Beli Konsumen (Studi pada PT Unilever Indonesia di Universitas Kristen Maranatha Bandung)

Singgih, Ryan Napoleon (0952055) (2013) Pengaruh Green Marketing terhadap Minat Beli Konsumen (Studi pada PT Unilever Indonesia di Universitas Kristen Maranatha Bandung). Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis secara teorititis dan empiris yaitu pengaruh green marketing terhadap minat beli pada produk Unilever Indonesia. Penelitian ini adalah penelitian penjelasan (explanatory research), yaitu menjelaskan hubungan kausal antara variabel-variabel dengan menggunakan pengujian hipotesa. Populasi dalam penelitian ini adalah mahasiswa/i Universitas Kristen Maranatha Bandung. Dengan sampel penelitian sebanyak 230 responden. Pengambilan sampel dengan menggunakan teknik purposive sampling. Hasil penelitian ini menunjukkan bahwa green marketing berpengaruh secara langsung sebesar 13,10% sedangkan 86,90% dipengaruhi oleh faktor-faktor lain.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Green Marketing , Green Marketing Mix, Minat Beli
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 52 Management Department
Depositing User: Perpustakaan Maranatha
Date Deposited: 19 Jun 2015 10:02
Last Modified: 16 Feb 2016 07:06
URI: http://repository.maranatha.edu/id/eprint/13365

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