Pengaruh Green Marketing, Inovasi Produk, dan Persepsi Harga terhadap Keputusan Pembelian pada Totebag (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Green Marketing, Product Innovation, and Price Perceptions on Purchasing Decisions on Totebags (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)).

Sholeha, Niatus (2023) Pengaruh Green Marketing, Inovasi Produk, dan Persepsi Harga terhadap Keputusan Pembelian pada Totebag (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya). (The Influence of Green Marketing, Product Innovation, and Price Perceptions on Purchasing Decisions on Totebags (Case Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the effect of Green Marketing on purchasing decisions, to determine the effect of Product Innovation on purchasing decisions, to determine the effect of Price Perception on purchasing decisions and to determine the effect of Green Marketing, product innovation and Price Perception on purchasing decisions for Economics and Business Students at the University of 17 August 1945 Surabaya. This study uses quantitative methods, data collection techniques by distributing questionnaires, the analysis used is multiple linear regression. The sample consisted of 100 respondents. The results showed that all indicators were valid and reliable. The results of the T test state that Green Marketing has no significant effect on purchasing decisions. Product Innovation has a significant effect on purchasing decisions. Price Perception partially has a significant effect on purchasing decisions. The results of the F test state that Green Marketing, product innovation and price perception simultaneously influence purchasing decisions for Economics and Business Students at the University of 17 August 1945 Surabaya. Meanwhile, the results of the R³ test show that the effect of the independent variable on the dependent variable is 78%, while 22% is influenced by other variables outside the research model.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Green Marketing, Product Innovation, Price Perception, Purchase Decision
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1212000060 Niatus Sholeha
Date Deposited:	22 Jul 2024 02:45
Last Modified:	23 Jul 2024 01:32
URI:	http://repository.untag-sby.ac.id/id/eprint/30570

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