Pengaruh Green Marketing dan Identitas Merek pada Citra Merek terhadap Pengambilan Keputusan Pembelian Produk Ultra Milk di Area Pemasaran Jakarta
DOI:
https://doi.org/10.53912/iejm.v6i1.151Abstract
Penelitian ini bertujuan untuk mengetahui apakah green marketing dan identitas merek berpengaruh terhadap citra merek dan pengambilan keputusan pembelian. Dalam penelitian ini yang akan diuji adalah: 1) pengaruh Green Marketing terhadap Citra Merek; 2) pengaruh Green Marketing terhadap Keputusan Pembelian; 3) pengaruh Identitas Merek terhadap Citra Merek; 4) pengaruh Identitas Merek terhadap Keputusan Pembelian: 5) pengaruh Citra Merek terhadap Keputusan Pembelian. Pengumpulan data dilakukan dengan menggunakan metode survey, yaitu dengan menggunakan kuesioner. Populasi penelitian adalah pegawai negeri sipil di Provinsi DKI Jakarta, dengan jumlah sampel 266 orang. Pengambilan sampel dilakukan dengan menggunakan teknik stratifed random sampling. Pengujian hipotesis dalam penelitian ini dilakukan untuk menguji hipotesis yang akan diajukan dalam penelitian ini melalui teknik analisis yang akan digunakan adalah analisis Structural Equation Modeling (SEM). Tujuan analisis Structural Equation Modeling (SEM) adalah mengatasi penggunaan variabel-variabel laten pada regresi berganda pada kesalahan-kesalahan pengukuran (measurement errors) yang berpengaruh pada etimasi parameter dari sudut biased-unbiased dan besar-kecilnya variance. Hasil analisis menunjukan bahwa green marketing dan identitas merek, serta citra merek berpengaruh terhadap keputusan pembelian konsumen.
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