Pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Minat Beli Produk The Body Shop di Surakarta dengan Citra Merek Sebagai Variabel Mediasi
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Institusion

Universitas Muhammadiyah Surakarta

Author

Patjutri, Leilani Metta
, Ir. Irmawati, S.E., M.Si

Subject

HD28 Management 

Datestamp

2022-08-09 03:08:16 

Abstract :
This research is discussing about how the green marketing and corporate social responsibility affect the consumer interest to buy product from the brand image as the mediating variable at The Body Shop store. This research is aimed to examine and analyse the green marketing and corporate social responsibility effect on buying interest from the brand image at The Body Shop store as the mediating variable. The sampling technique used in this study is a non-probability sampling technique with purposive sampling approach with a total of 100 respondents. The analytical tools used in this study is a SmartPLS software. The result of this study shows that green marketing has a positive and significant effects on brand image and has a positive but not significant effect on buying interest, corporate social responsibility has a positive and significant effects on brand image and has a positive but not significant effect on buying interest, brand image has a positive and significant effects on buying interest, green marketing on buying interest shows a positive and significant relation with brand image as a mediating variable, corporate social responsibility on buying interest shows a positive and significant relation with brand image as a mediating variable. 

File :
NASKAH PUBLIKASI .pdf
HALAMAN DEPAN.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
DAFTAR PUSTAKA.pdf
LAMPIRAN.pdf
SURAT PERNYATAAN PUBLIKASI.pdf