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Title: | Pengaruh Green Marketing terhadap Beli Ulang dengan Minat Beli sebagai Variabel Intervening Produk Starbucks (Mahasiswa Universitas Medan Area Fakultas Ekonomi dan Bisnis) |
Other Titles: | The Effect of Green Marketing on Repurchases with Purchase Intention as an Intervening Variable for Starbucks Products (Medan Area University Students, Faculty of Economics and Business) |
Authors: | Panjaitan, Manja Sindi |
metadata.dc.contributor.advisor: | Effendi, Ihsan Suryani, Wan |
Keywords: | green marketing;beli ulang;minat beli;repurchase;purchase interest |
Issue Date: | 27-Mar-2024 |
Publisher: | UNIVERSITAS MEDAN AREA |
Series/Report no.: | NPM;188320267 |
Abstract: | Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Green Marketing terhadap beli ulang dengan minat beli sebagai variabel intervening baik secara langsung maupun tidak langsung. Metode yang digunakan dalam penelitian ini yaitu menggunakan jenis pendekatan survey (survey research) dan kuantitatif. Populasi dalam penelitian ini adalah Mahasiswa Universitas Medan Area Fakultas Ekonomi dan Bisnis yang berjumlah 314 orang dan sampel yaitu 76 orang. Penentuan jumlah sampel yang diambil sebagai responden adalah menggunakan purposive sampling dengan rumus slovin. Instrumen penelitian ini berbentuk tes alat pengumpulan data, alat pengumpulan data menggunakan angket (quisioner). Dalam penelitian ini teknik analisis data yang digunakan adalah analisis data kuantitatif dan menggunakan model Metode Analisis Jalur (Path Analysis) dengan bantuan Smart PLS versi 4.0. Hasil menunjukkan bahwa Green Marketing berpengaruh positif dan signifikan terhadap beli ulang. Green Marketing berpengaruh positif dan signifikan terhadap minat beli. Dan beli ulang tidak berpengaruh positif terhadap minat beli. This study aims to determine how Green Marketing affects repurchase with purchase intention as an intervening variable directly or indirectly. The method used in this research is to use a type of survey approach (survey research) and quantitative. The population in this study were 314 students of the Medan Area University Faculty of Economics and Business and the sample was 76 people. Determination of the number of samples taken as respondents is using purposive sampling with the slovin formula. This research instrument is in the form of a data collection tool test, the data collection tool uses a questionnaire. In this study, the data analysis technique used is quantitative data analysis and uses the Path Analysis Method model with the help of Smart PLS version 4.0. The results show that Green Marketing has a positive and significant effect on repurchase. Green Marketing has a positive and significant effect on purchase intention. And repurchase does not have a positive effect on buying interest. |
Description: | 73 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/23951 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
188320267 - Manja Sindi Panjaitan - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.55 MB | Adobe PDF | View/Open |
188320267 - Manja Sindi Panjaitan - Chapter IV.pdf Restricted Access | Chapter IV | 579.19 kB | Adobe PDF | View/Open Request a copy |
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