PENGARUH GREEN BRAND IMAGE (CITRA MEREK RAMAH LINGKUNGAN) DAN GREEN PRICE SENSITIVITY (SENSITIVITAS HARGA RAMAH LINGKUNGAN) TERHADAP GREEN PURCHASE INTENTION (MINAT BELI PRODUK RAMAH LINGKUNGAN) PADA MOBIL SUZUKI WAGON R DI JAKARTA

Pangudi, Harjuna Dwi (2017) PENGARUH GREEN BRAND IMAGE (CITRA MEREK RAMAH LINGKUNGAN) DAN GREEN PRICE SENSITIVITY (SENSITIVITAS HARGA RAMAH LINGKUNGAN) TERHADAP GREEN PURCHASE INTENTION (MINAT BELI PRODUK RAMAH LINGKUNGAN) PADA MOBIL SUZUKI WAGON R DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

HARJUNA DWI PANGUDI, 2017; The Influence of Green Brand Image and Green Price Sensitivity to Green Purchase Intention Products Suzuki Wagon R: (Study In Jakarta Region). Concentration of Marketing Management, Management Studies Program, Management Department, Faculty of Economics, State University of Jakarta. Supervisor Team: Setyo Wibowo,SE, M.Si and Andrian Haro,S.si,MM. This research was conducted to find out descriptively and empirically the influence of green brand image, and green price sensitivity to the green purchase intention products. Respondents from this research are not yet own and intend to buy Suzuki Wagon R. The data collection is done by distributing questionnaires to 172 respondents and using sampling technique that is purposive sampling. This study used multiple regression analysis with SPSS version 24 program as a tool to process and analyze research results. The result of descriptive analysis shows a) The brand dimension as the best benchmark is the most dominant dimension in green brand image, but there are still problems that need to be improved / improved especially in the indicator part of environmental commitment, b) Price information indicator is an indicator of the affordability dimension Most dominant, but there are still problems that need to be improved / improved especially on the economic benefit indicator, c) The main preference dimension of the product is the most dominant dimension in the interest of buying environment friendly product but there are still problems that need to be improved / improved especially on the dimension of consumer tendency Buy a product. The result of hypothesis testing also shows that green brand image and green price sensitivity have a positive and significant effect on the interest of the green purchase intention. Keywords: green brand image, green price sensitivity, green purchase intention

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, S.E Pembimbing II: Andrian Haro, S.Si, M.M.
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Bisnis (Business)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Roni Faslah
Date Deposited: 30 Dec 2017 15:36
Last Modified: 30 Dec 2017 15:36
URI: http://repository.fe.unj.ac.id/id/eprint/2050

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