ANALISIS GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ROTI MEREK “SUTRA”

PEBRIANGGARA, ALSHAF (2018) ANALISIS GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN ROTI MEREK “SUTRA”. Masters thesis, Universitas Muhammadiyah Sidoarjo.

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Abstract

This study aims to analyze the extent to which green marketing and brand image of the purchase decision of "Sutra" brand bread. The population in this research is buyer of "Sutra" brand bread. Sampling method using non probability sampling is by accidental sampling technique. Sample taken by 114 respondents. While the analysis used is Structural Equational Modeling. Based on the results of research and discussion of research results, which has dikemukakakn and can be concluded that the green marketing and brand image have a positive effect on the decision to buy bread brand "Sutra" with the most dominant variable is green promotion factor. Keywords: Green Marketing, Brand Image, Purchase Decision

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Green Marketing; Brand Image; Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Postgraduate > Master's of Management
Depositing User:	mm umsida
Date Deposited:	05 Apr 2018 07:01
Last Modified:	05 Apr 2018 07:01
URI:	http://eprints.umsida.ac.id/id/eprint/2691

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