Pengaruh Green Marketing, Brand Image, dan Kualitas Produk Terhadap Keputusan Pembelian The Body Shop di Purwokerto
Keywords:
Green Marketing, brand image, kualitas produk, keputusan pembelianAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Green Marketing, Brand Image dan Kualitas Produk terhadap Keputusan Pembelian The Body Shop di wilayah Purwokerto. Data dalam penelitian ini diambil melalui penyebaran kuisioner dalam bentuk hardfile kepada reskponden. Jumlah kuisioner yang disebar sebanyak 100 responden di Universitas Muhammadiyah Purwokerto. Teknik analisis yang digunakan dalam penelitian ini yaitu teknik analisis linier berganda (Multiple linear analysis techniques) dengan Statistical Program for Social Science (SPSS). Hasil dari pengujian dalam penelitian ini dinyatakan bahwa green marketing, brand image dan kualitas produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian The Body Shop di wilayah Purwokerto, Jawa Tengah, Indonesia.
This research aims to determine the influence of Green Marketing, Brand Image and Product Quality on Purchasing Decisions for The Body Shop in Purwokerto region. The data in the research was taken by distributing questionnaires in hard file form to respondents. The number of questionnaires distributed was 100 respondents at Universitas Muhammadiyah Purwokerto. The analysis technique used in this research is multiple linear analysis technique with Statistical Program for Social Science (SPSS). The test results in this research stated that green marketing, brand image and product quality have a positif and significant influence on purchasing decisions for The Body Shop region Purwokerto, Central Java, Indonesia.
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