| dc.contributor.advisor | Ma'mun | |
| dc.contributor.author | Savana, Alda | |
| dc.date.accessioned | 2024-12-27T15:05:49Z | |
| dc.date.available | 2024-12-27T15:05:49Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/160355 | |
| dc.description.abstract | Perkembangan kesadaran terhadap pentingnya keberlanjutan dan keberlanjutan lingkungan telah mendorong banyak perusahaan untuk mengadopsi green marketing sebagai bagian dari strategi pemasaran. Hal ini juga berlaku pada industri kosmetik, di mana konsumen semakin memperhatikan aspek lingkungan dalam memilih produk. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan brand awareness terhadap keputusan pembelian produk kosmetik Brand Z pada event Jakarta X Beauty (JXB) 2024. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data primer melalui kuesioner yang disebarkan kepada 170 responden di wilayah Jabodetabek dan dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa green marketing dan brand awareness memiliki pengaruh positif dan signifikan terhadap keputusan pembelian produk Brand Z, kedua variabel tersebut terbukti mampu meningkatkan ketertarikan konsumen untuk melakukan pembelian. | |
| dc.description.abstract | The growing awareness of environmental sustainability has prompted many companies to adopt green marketing as part of their marketing strategies. This trend is also evident in the cosmetics industry, where consumers are increasingly considering environmental aspects when choosing products. This study aims to analyze the effect of green marketing and brand awareness on the purchasing decisions of Brand Z cosmetic products at the Jakarta X Beauty (JXB) 2024 event. The research adopts a quantitative approach, collecting primary data through a questionnaire distributed to 170 respondents in the Jabodetabek area, and the data is analyzed using SEM-PLS method. The results show that green marketing and brand awareness have a positive and significant impact on purchasing decisions, with both variables proven to increase consumer interest in making a purchase. These findings provide valuable insights for Brand Z to develop marketing strategies focused on sustainability and strengthening brand awareness among consumers. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Analisis Pengaruh Green Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Kosmetik Brand Z pada Event JXB 2024 | id |
| dc.title.alternative | | |
| dc.type | Skripsi | |
| dc.subject.keyword | brand awareness | id |
| dc.subject.keyword | purchase decision | id |
| dc.subject.keyword | cosmetics | id |
| dc.subject.keyword | SEM-PLS | id |
| dc.subject.keyword | green marketing | id |
