| dc.contributor.advisor | WIBOWO, SUTRISNO | |
| dc.contributor.author | RAMADHAN, MUHAMMAD RIZKY | |
| dc.date.accessioned | 2019-09-12T06:11:22Z | |
| dc.date.available | 2019-09-12T06:11:22Z | |
| dc.date.issued | 2019-07-05 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/28771 | |
| dc.description | The research aims to know that influence of green marketing on perceived value and
purchase decision at starbucsk (case study on Students Muhammadiyah University of
Yogyakarta). This research exist 160 respondents as sample of this research by using purposive
sampling method. The data collection method conducted by questionnaire. The data was
analyzed by using structural equation modeling.
Results showed that Green Marketing has direct and significantly effect on Perceived
Value, Perceived Value has direct and significantly effect on Purchase Decision, Green
Marketing has direct and significantly effect on Purchase Decision, and Green Marketing has
significantly effect on Purchase Decision through the Perceived Value as mediator variable. | en_US |
| dc.description.abstract | The research aims to know that influence of green marketing on perceived value and
purchase decision at starbucsk (case study on Students Muhammadiyah University of
Yogyakarta). This research exist 160 respondents as sample of this research by using purposive
sampling method. The data collection method conducted by questionnaire. The data was
analyzed by using structural equation modeling.
Results showed that Green Marketing has direct and significantly effect on Perceived
Value, Perceived Value has direct and significantly effect on Purchase Decision, Green
Marketing has direct and significantly effect on Purchase Decision, and Green Marketing has
significantly effect on Purchase Decision through the Perceived Value as mediator variable. | en_US |
| dc.publisher | FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Green marketing, Perceived Value, Purchase Decision | en_US |
| dc.title | PENGARUH GREEN MARKETING TERHADAP NILAI YANG DIPERSEPSIKAN DAN KEPUTUSAN PEMBELIAN PADA STARBUCKS | en_US |
| dc.type | Thesis
SKR
642 | en_US |
