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Maulida Nurul Innayah
Universitas Muhammadiyah Purwokerto
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal Ekonomi Bisnis Antartika

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Pengaruh Green Marketing, Brand Image, dan Kualitas Produk Terhadap Keputusan Pembelian The Body Shop di Purwokerto Qory Diana Lita; Hidayah, Arini; Innayah, Maulida Nurul; Aryoko, Yudhistira Pradhipta
Jurnal Ekonomi Bisnis Antartika Vol. 2 No. 1 (2024): Juni 2024
Publisher : Antartika Media Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70052/jeba.v2i1.259

Abstract

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.
Co-Authors Akhmad Darmawan Akhmad Darmawan Akhmad Darmawan Alfalisyado Alfato Yusnar Kharismasyah Amrizah Kamaluddin Anatasya , Putri Syifa Arini Hidayah Arini Hidayah, Arini Aryoko, Yudhistira Pradhipta Asih, Faisyah Yuli Awalia, Melani Azizah, Farinda Hauna Azmi Fitriati Bagis, Fatmah Bintang Putra Fauzi Bondan Pradiptasani Suryawan Dyandra Viorica Ivonilenia Fatmah Bagis Hardiyanto Wibowo Hardiyanto Wibowo Hardiyanto Wibowo, Hardiyanto Hengky Widhiandono Hengky Widhiandono Hermin Endratno Herni Justiana Astuti Indriana Putri Karin Maharani Sasongko Kharismasyah, Alfato Yusnar M Agung Miftahudin M. Agung Miftahuddin Maharani, Wilia Krisna Makhrus Makhrus Mamduh M. Hanafi Mastur Mujib Ikhsani Miftahuddin, Muchammad Agung Miftahul Furqon Muhammad Arfani Zaidan Muhammad Fuad Naelati Tubastuvi Naelati Tubastuvi Nirvananda, Anandita Nurfiani, Aisah Nurul Nur Aeni Petra, Dany Nofrizal Pradana, Arkan Ananta Pradhipta, Yudhistira Pratama, Bima Cinintya Pratami, Naturi Diah Purnadi Purnadi Qory Diana Lita Ragil Danu Saputra Rahmawati, Ika Yustina Refaldy Barry Saputra Restu Frida Utami Retnaningrum, Maharani Rifka Utami Arofah Sahulata, Hanastasya Sasongko, Karin Maharani Shabrina Zusryn, Alyta Shukriah Saad Siti Syaqilah Hambali Suyono Suyono Suyoto Suyoto Suyoto Syaefa Intan Salsabilla syafa’at, Faizal Tiarto, Ahlan Gema Wida Purwidianti Wulan, Zani Nawang Zaen, Mudrikah Zaharani, Lisa Cahya Zahra, Hakimatuz Zulfikar Ali Ahmad Zulfikri, Moh. Danar