Anugrahadi, Anugrahadi (2023) Analisis Pengaruh Csr, Brand Image, Brand Reputation Dan Green Marketing Terhadap Purchase Decision Danone-Aqua Di Surabaya Raya Dimediasi Purchase Intention. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Danone-Aqua is a company that is consistently in developing innovative products by using recycle material so it doesn't cause a negative environmental impact. Therefore, the researcher will attempt to find out the effects of corporate social responsibility, brand image, brand reputation, green marketing implemented by Danone-Aqua on purchase intention and purchase decision for Danone-Aqua consumers. This research includes 40 items of questionnaire. Furthermore, this research was implemented by collecting data using a Google form. This research applied purposive sampling technique also used Structural Equation Modelling Partial Least Square (SEM-PLS) through the application WarpPLS 7.0. The conclusions in this study can be summed up as follows: (1) The corporate social responsibility has no significant influence over purchase intention. (2) Brand reputation has a significant influence towards purchase intention. (3) Brand image has a significant influence towards purchase intention. (4) Green marketing has a significant influence towards purchase intention. (5) The corporate social responsibility has a significant influence towards purchase decision. (6) Green marketing has a significant influence towards purchase decision. (7) Purchase intention has a significant influence to purchase decision (8) The corporate social responsibility has no significant influence to the purchase decision which is mediated by purchase intention (9) Green marketing has no significant influence to the purchase decision which is mediated by purchase intention. Keywords: Brand Image. Brand Reputation, CSR, Danone-Aqua, Green Marketing, Purchase Intention, Purchase Decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS |
| Divisions: | Bachelor of Management |
| Depositing User: | ANUGRAHADI ANUGRAHADI |
| Date Deposited: | 24 Oct 2023 03:14 |
| Last Modified: | 24 Oct 2023 03:14 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11538 |
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