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ANALISIS KEPUTUSAN PEMBELIAN AMDK ADES DITINJAU DARI GREEN ADVERTISING, BRAND IMAGE, DAN GREEN AWARENESS (Studi pada Mahasiswa S1 Universitas Diponegoro Konsumen Ades)

*Nofia Tri Iswanti  -  Department of Social and Political Science, Diponegoro University, Jl. Prof Sudarto No.13, Tembalang, Semarang, Central Java, Indonesia 50275, Indonesia
Sudharto P. Hadi  -  , Indonesia
Robetmi Jumpakita Pinem  -  , Indonesia

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Abstract

Abstract: This research aims to determine the effect of green advertising, brand image, and green awareness as variable x on purchasing decisions as variable y. The type of research used is explanatory research. The population in this research were undergraduate students at Diponegoro University as a Ades consumers, with a sample of 100 respondents. The sampling technique in this research used non-probability sampling with purposive sampling method. Data collection was carried out through online questionnaires due to pandemic conditions that did not support the distribution of questionnaires directly to respondents. The data analysis method used is descriptive analysis using correlation coefficient and determination test, simple and multiple linear regression, t test, and F test which is processed using SPSS (Statistical Program for Social Science) version 21.0. The results showed that there was a positive and significant influence partially or simultaneously on green advertising, brand image, and green awareness variables on purchasing decisions.

 

Keywords: Brand Image; Green Advertising; Green Awareness; Purchase Decision

 

 

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh antara green advertising, brand image, dan green awareness sebagai variabel x terhadap keputusan pembelian sebagai variabel y. Tipe penelitian yang digunakan adalah explanatory research. Populasi dalam penelitian ini adalah Mahasiswa S1 Universitas Diponegoro Konsumen Ades dengan sampel sebanyak 100 responden. Teknik pengambilan sampel pada penelitian ini menggunakan non-probability sampling dengan metode purposive sampling. Pengumpulan data dilakukan melalui kuesioner online karena kondisi pandemic yang tidak mendukung penyebaran kusioner secara langsung kepada responden. Metode analisis data yang digunakan adalah analisis deskriptif menggunakan uji koefisien korelasi dan determinasi, regresi linear sederhana dan berganda, uji t, dan uji F yang diolah dengan menggunakan SPSS (Statistical Program for Social Sciene) versi 25.0. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan secara parsial maupun simultan variabel green advertising, brand image, dan green awareness terhadap keputusan pembelian.

 

Kata kunci: Citra Merek; Iklan Hijau; Kesadaran Lingkungan; Keputusan Pembelian

 

 

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Keywords: Brand Image; Green Advertising; Green Awareness; Purchase Decision

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