PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU TEH KOTAK ABSTRAK

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1 PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU TEH KOTAK ABSTRAK Tujuan dari penelitian ini adalah mengetahui pengaruh green marketing mix yang terdiri dari produk, promosi, harga dan tempat terhadap keputusan pembelian produk hijau Teh Kotak. Penelitian ini menggunakan riset kuantitatif yaitu dengan menggunakan skuesioner terhadap 105 responden Mahasiswa di Universitas Kristen Maranatha. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Ditemukan hasil bahwa variabel produk, promosi, harga dan tempat memiliki pengaruh secara simultan terhadap keputusan pembelian produk hijau Teh Kotak serta variabel produk, promosi, harga dan tempat memiliki pengaruh positif dan signifikan secara parsial terhadap keputusan pembelian produk hijau Teh Kotak. Kata-kata kunci: Green marketing mix, dan keputusan pembelian vii

2 PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU TEH KOTAK ABSTRACT The purpose of this study was to determine the effect of green marketing mix consists of product, promotion, price and place of the green product purchasing decisions Teh Kotak. This study used a quantitative research using questionnaires to 105 college student Maranatha Chistian University. The data analysis technique used in this study is multiple linear regression analysis. It was found that the variable product, promotion, price and place simultaneously influence the purchasing decision of Teh Kotak green products and variable product, promotion, price and place to have a positive and significant effect partially on Teh Kotak green product purchasing decisions. Keywords: Green marketing mix, and purchase decision viii

3 DAFTAR ISI Halaman HALAMAN JUDUL... LEMBAR PENGESAHAN... SURAT PERNYATAAN KEASLIAN SKRIPSI... KATA PENGANTAR... i ii iii iv ABSTRAK... vii ABSTRACT... viiii DAFTAR ISI... ix DAFTAR GAMBAR... xiii DAFTAR TABEL... xiv BAB I PENDAHULUAN 1.1 Latar Belakang Masalah Identifikasi Masalah Rumusan Masalah Tujuan Penelitian Batasan Masalah Manfaat Penelitian... 7 BAB II KAJIAN DAN PENGEMBANGAN HIPOTESIS 2.1 Kajian Pustaka Manajemen Pemasaran ix

4 2.1.3 Manajemen Pemasaran Green Marketing Pengertian Green Marketing Green Product Green Price Green Place Green Promotion Keputusan Pembelian Kerangka Teoritis Kerangka Pemikiran Penelitian Terdahulu Model Penelitian BAB III METODE PENELITIAN 3.1 Jenis Penelitian Definisi Operasional Variabel Populasi, Sampel dan Metode Menentukan Ukuran Sampel Populasi Sampel Metode Menentukan Ukuran Sampel Jenis dan Sumber Data Metode Pengumpulan Data Instrumen Penelitian Metode Pengujian Data x

5 3.7.1 Uji Validitas Uji Reliabilitas Uji Asumsi Klasik Uji Normalitas Uji Multikolinearitas Uji Heteroskedastisitas Metode Analisis Data Uji Regresi Berganda Pengujian Hipotesis Uji t (Parsial) Uji F (Simultan) Koefisien Determinasi BAB IV HASIL PENELITIAN DAN PEMBAHASAN 4.1 Hasil Penelitian Uji Validitas Uji Realibilitas Profil Responden Jenis Kelamin Responden Usia Responden Rata-rata Pengeluaran Bulanan Responden Hasil Tanggapan Responden Tanggapan Responden Tentang Green Product Tanggapan Responden Tentang Green Price xi

6 Tanggapan Responden Tentang Green Place Tanggapan Responden Tentang Green Promotion Tanggapan Responden Tentang Keputusan Pembelian Uji Asumsi Klasik Uji Normalitas Uji Multikolinearitas Uji Heteroskedastisitas Metode Analisis Data Uji Regresi Linier Berganda Uji Hipotesis Uji t Uji F Koefisien Determinasi Pembahasann BAB V SIMPULAN DAN SARAN 5.1. Simpulan Implikasi Manajerial Saran DAFTAR PUSTAKA xii

7 DAFTAR GAMBAR Halaman Gambar 4.1 Hasil Uji Heteroskedastisitas xiii

8 DAFTAR TABEL Halaman Tabel I Penelitian Terdahulu Tabel II Definisi Operasional Variabel Tabel III Alternatif Jawaban Tabel IV Skor Penilaian Kuesioner Tabel V Hasil Uji Validitas Variabel Green Product Tabel VI Hasil Uji Validitas Variabel Green Price Tabel VII Hasil Uji Validitas Variabel Green Place Tabel VIII Hasil Uji Validitas Variabel Green Promotion Tabel IX Hasil Uji Validitas Variabel Keputusan Pembelian Tabel X Hasil Uji Reliabilitas Kuesioner Penelitian Tabel XI Jenis Kelamin Responden Tabel XII Usia Responden Tabel XIII Rata-Rata Pengeluaran Bulanan Responden Tabel XIV Tanggapan Responden Tentang Item Pertanyaan Tabel XV Tanggapan Responden Tentang Item Pertanyaan Tabel XVI Tanggapan Responden Tentang Item Pertanyaan Tabel XVII Tanggapan Responden Tentang Item Pertanyaan Tabel XVIII Penilaian Tanggapan Responden Tentang Green Product Tabel XIX Tanggapan Responden Tentang Item Pertanyaan Tabel XX Tanggapan Responden Tentang Item Pertanyaan Tabel XXI Tanggapan Responden Tentang Item Pertanyaan Tabel XXII Penilaian Tanggapan Responden Tentang Green Price xiv

9 Tabel XXIII Tanggapan Responden Tentang Item Pertanyaan Tabel XXIV Tanggapan Responden Tentang Item Pertanyaan Tabel XXV Tanggapan Responden Tentang Item Pertanyaan Tabel XXVI Penilaian Tanggapan Responden Tentang Green Place Tabel XXVII Tanggapan Responden Tentang Item Pertanyaan Tabel XXVIII Tanggapan Responden Tentang Item Pertanyaan Tabel XXIX Tanggapan Responden Tentang Item Pertanyaan Tabel XXX Penilaian Tanggapan Responden Tentang Green Promotion Tabel XXXI Tanggapan Responden Tentang Item Pertanyaan Tabel XXXII Tanggapan Responden Tentang Item Pertanyaan Tabel XXXIII Tanggapan Responden Tentang Item Pertanyaan Tabel XXXIV Tanggapan Responden Tentang Item Pertanyaan Tabel XXXV Tanggapan Responden Tentang Item Pertanyaan Tabel XXXVI Tanggapan Responden Tentang Item Pertanyaan Tabel XXXVII Tanggapan Responden Tentang Item Pertanyaan Tabel XXXVIII Tanggapan Responden Tentang Item Pertanyaan Tabel XXXIX Penilaian Tanggapan Responden Tentang Keputusan Pembelian Tabel XL Hasil Uji Normalitas Tabel XLI Hasil Uji Multikolinearitas Tabel XLII Hasil Regresi Berganda Tabel XLIII Hasil Statistik Uji t Tabel XLIV Hasil Statistik Uji F Tabel XLV Nilai Koefisien Determinasi xv

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