| dc.contributor.author | RATNASARI, PUJI YULI | |
| dc.date.accessioned | 2018-08-03T04:03:53Z | |
| dc.date.available | 2018-08-03T04:03:53Z | |
| dc.date.issued | 2018-01-26 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/20361 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis pengaruh green product, green
packaging dan green advertising terhadap keputusan pembelian produk susu UHT
(Ultra High Temperature) Ultra Milk yang dimediasi oleh persepsi konsumen.
Penelitian ini menggunakan 120 sampel dengan metode pengambilan
sampel nonprobability sampling dan menggunakan teknik purposive sampling.
Dengan ketentuan telah melakukan pembelian porduk susu UHT Ultra Milk dan
merupakan mahasiswa Universitas Muhammadiyah Yogyakarta. Alat analisis
yang digunakan dalam penelitian ini yaitu Srtuctural Equation Modelling (SEM)
yang dioperasikan dengan menggunakan program AMOS Versi 21.0.
Berdasarkan analisis yang telah dilakukan, diperoleh hasil bahwa green
product terbukti berpengaruh secara positif signifikan terhadap persepsi
konsumen. Sedangkan, green packaging dan green advertising berpengaruh
secara negatif signifikan terhadap persepsi konsumen produk susu UHT Ultra
Milk. Kemudian green product terbukti berpengaruh secara positif signifikan
terhadap keputusan pembelian, green pacakaging dan green advertising tidak
terbukti berpengaruh secara signifikan terhadap keputusan pembelian produk susu
UHT Ultra milk. | en_US |
| dc.description.abstract | This research aims to analyze the influence of green product, green
packaging and green advertising on buying decision toward UHT (Ultra High
Teperature) milk of Ultra Milk which is mediated by consumer perception.
This research used 120 samples taken through nonprobability sampling
technique and purposive sampling technique, in condition that samples had
purchased UHT Ultra Milk and are students of Universitas Muhammadiyah
Yogyakarta. The tool used in the analysis is Structural Equation Modelling (SEM)
operated using AMOS program version 21.0.
Based on the analysis conducted, the result indicated that green product is
proven to be significantly positive toward customer perception. Whereas green
packaging and green advertising give significant negative influence toward
customer perception on UHT Ultra Milk. Further, green product is proven to
significantly give positive influence toward buying decision, green packaging and
green advertising are not proven to significantly give any influence on buying
decision toward UHT Ultra Milk. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | Green product, Green Packaging, Green Advertising,Buying Decision, Customer perception Keputusan Pembelian, Persepsi konsumen | en_US |
| dc.title | ANALISIS PENGARUH GREEN PRODUCT, GREEN PACKAGING, GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU UHT (ULTRA HIGH TEMPERATURE) ULTRA MILK MELALUI PERSEPSI KONSUMEN | en_US |
| dc.title.alternative | Studi pada Mahasiswa Universitas Muhammadiyah Yogyakarta | en_US |
| dc.type | Thesis
SKR
FEB
211 | en_US |
