Pengaruh Green Advertising Dan Cause Relate Marketing Terhadap Keputusan Pembelian (Studi Kasus: Amdk “XYZ”)

Rahmayanti, Rizki (2022) Pengaruh Green Advertising Dan Cause Relate Marketing Terhadap Keputusan Pembelian (Studi Kasus: Amdk “XYZ”). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Gerakan green marketing pada saat ini menjadi salah satu aspek yang cukup menarik dalam implemetasi strategi yang dilakukan oleh perusahaan. Hal ini dianggap sangat efektif, baik untuk meningkatkan citra baik perusahaan di mata masyarakat sebagai konsumen produk maupun dalam keberhasilannya mencapai tujuan perusahaan yakni untuk meningkatkan penjualan. Tak hanya itu, permasalahn lingkungan yang semakin mengalami penurunan juga menjadi concern perusahaan untuk dapat membawa dampak positif dengan adanya kehadirannya. Oleh sebab itu, satu perusahaan yang berhasil menggunakan strategi tersebut adalah dengan memproduksi Air Minum Dalam Kemasan (AMDK) dengan mengusung teknologi PET pada botol plastiknya agar dapat mudah diremukkan. Melalui penciptaan green advertising berupa penanyangan iklan persuasi “3 Langkah Kecil Memberikan Perubahan” dan aspek Cause Relate Marketing yang diteliti adalah perihal kampanye “Sobat Air XYZ” dan “#NiatMurni”, AMDK “XYZ” mampu menjadi salah satu produsen air minum yang dikenal masyarakat di Indonesia secara luas. Adapun dalam perencaaan penelitian ini akan menerapkan model penelitian explanatory research melalui penelurusan persepsi masyarakat Indonesia sebagai konsumen dari produk AMDK “XYZ”. Penelitian berhasil mendapatkan 250 responden yang merupakan konsumen produk AMDK “XYZ”. Lebih dari itu, peneliti berencana untuk menyelenggarakan studi kuantitatif melalui penyebaran kuesioner online sebagai data primer yang nantinya akan diolah dengan teknik kuantitatif dengan uji asumsi klasik dan uji hipotesis, meliputi uji T-Statistik Parsial. path analysis, serta uji sobel. Dalam penelitian ini memiliki 7 (tujuh) hipotesis dan keseluruhan hipotesis telah dapat diterima. Hal ini mengimplikasikan bahwasannya Green Advertising serta Cause Relate Marketing sebagai variabel dependen dan citra merek sebagai variabel intervening mampu berpengaruh signifikan terhadap variabel independen, yaitu keputusan pembelian.
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Currently, the green marketing movement is one of the most exciting aspects of implementing the strategy carried out by the company. This strategy is considered very effective in improving the company's good image in the eyes of the public as a consumer of the product and in achieving the company's goal of increasing sales. Not only that, environmental problems that are increasingly declining are also a concern for companies to be able to have a positive impact with their presence. Thus, one of the companies that have successfully used this strategy is to produce Bottled Drinking Water (AMDK) by carrying PET technology on their plastic bottles so that they can be easily crushed. Through the creation of green advertising in the form of persuasion advertising "3 Small Steps to Provide Change" and Cause Relate Marketing. Those advertising forms were studied regarding the "Sobat Air XYZ" and "#NiatMurni" campaigns, AMDK "XYZ" was able to become one of the drinking water producers known to the public in Indonesia widely. Meanwhile, in planning this research, an explanatory research model will be applied by researching the perception of the Indonesian people as consumers of the "XYZ" AMDK product. The study obtained 250 respondents who were consumers of "XYZ" AMDK products. Moreover, researchers plan to organize a quantitative study by disseminating online questionnaires as primary data, which will later be processed with quantitative techniques with classical assumption tests and hypothesis tests, including Partial T-Statistics tests, path analysis, and Sobel test. This study has 7 (seven) hypotheses, and the whole hypothesis has been accepted. This phenomenon implies that Green Advertising and Cause Relate Marketing as dependent variables also brand image as an intervening variable have significant effects on the independent variable, namely purchase decision.

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.8 Rah p-1 2022
Uncontrolled Keywords:	AMDK “XYZ”, Cause Relate Marketing, Citra Merek, Green Advertising, Keputusan Pembelian, Brand Image, Cause Relate Marketing, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Anis Wulandari
Date Deposited:	26 Apr 2023 07:23
Last Modified:	26 Apr 2023 07:23
URI:	http://repository.its.ac.id/id/eprint/97891

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