Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/24064
Title: Pengaruh Green Marketing dan Product Quality terhadap Minat Beli Produk Skincare The Body Shop pada Mahasiswa HKBP Nommensen Fakultas Psikologi
Other Titles: The Influence of Green Marketing and Product Quality on Interest in Buying The Body Shop Skincare Products among HKBP Nommensen Students, Faculty of Psychology
Authors: Limbong, Julianti
metadata.dc.contributor.advisor: Aramita, Finta
Marbun, Patar
Keywords: green marketing;product quality;minat beli;purchase intention
Issue Date: 1-Apr-2024
Publisher: Universitas Medan Area
Series/Report no.: NPM;198320121
Abstract: Penelitian ini bertujuan untuk mengetahui pengaruh green marketing dan product quality terhadap minat beli produk Skincare The Body Shop pada mahasiswa HKBP Nommensen fakultas psikologi. Jenis penelitian ini menggunakan metode kuantitatif. Populasi penelitian ini berjumlah 393 orang, dengan menggunakan rumus Slovin maka sampel yang digunakan sebanyak 80 responden. Hasil yang didapatkan dari penelitian ini adalah secara parsial green marketing (X1) berpengaruh secara positif dan signifikan terhadap minat beli, dengan nilai thitung 4,773 lebih besar dari ttabel (1,664) serta nilai signifikansinya adalah 0,001 < 0,1. Sedangkan untuk variabel product quality (X2) secara parsial berpengaruh positif dan signifikan terhadap minat beli (Y), dengan nilai thitung (4,124) > ttabel (1,664) serta nilai signifikansinya adalah 0,001 < 0,1. Secara simultan, variabel green marketing (XI) dan product quality (X2) berpengaruh positif dan signifikan terhadap minat beli (Y) produk Skincare The Body Shop pada mahasiswa HKBP Nommensen fakultas psikologi dengan nilai Fhitung (23,492) > Ftabel (2,37) dan nilai signifikansinya adalah 0,001 <0,1. This study aims to determine the effect of green marketing and product quality on buying interest in The Body Shop Skincare products on HKBP Nommensen students in the faculty of psychology. This type of research uses quantitative methods. The population of this study amounted to 393 people, using the Slovin formula, the sample used was 80 respondents. The results obtained from this study are partially green marketing (X1) has a positive and significant effect on purchase intention, with a tcount value of 4.773 greater than the ttable (1.664) and the significance value is 0.001 < 0.1. Meanwhile, the product quality variable (X2) partially has a positive and significant effect on purchase intention (Y), with a tcount value (4.124) > ttable (1.664) and the significance value is 0.001 < 0.1. Simultaneously, the variables of green marketing (XI) and product quality (X2) have a positive and significant effect on purchase intention (Y) of The Body Shop Skincare products on HKBP Nommensen students in the faculty of psychology with the value of Fcount (23.492) > Ftable (2.37) and the significance value is 0.001 < 0.1.
Description: 77 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/24064
Appears in Collections:SP - Management

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198320121 - Julianti Limbong - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.99 MBAdobe PDFView/Open
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