WULANDARI, WAHYU (2021) PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KFC di PABUARAN PURWOKERTO. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.
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Abstract
This study aims to analyze and explain the simultaneous and partial effect of green product, green price, green place, green promotion variables on consumer purchasing decisions at KFC Pabuaran Purwokerto, and to analyze t-test differences in consumer purchasing decisions in KFC Purwokerto between men and girls. This research is a quantitative study using a questionnaire of 160 respondents to KFC Pabuaran Purwokerto consumers. The sampling technique used was purposive sampling method, while the data analysis tools used in this study were validity test, reliability test, classical assumption test, multiple linear regression analysis, determination coefficient test, F statistical test, partial test, and T-test difference. . The analysis results show simultaneously the green product, green price, green place, green promotion on consumer purchasing decisions while partially green product, green price, green place, green promotion have a significant effect on purchasing decisions. And the results of the analysis show that there are differencesKFC Pabuaran Purwokerto consumer purchasing decisions between male and female consumers.
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | green product, green price, green place, green promotion and consumer purchasing decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen S1 |
| Depositing User: | Iin Hayuningtyas |
| Date Deposited: | 25 Nov 2022 03:09 |
| Last Modified: | 25 Nov 2022 03:09 |
| URI: | https://repository.ump.ac.id:80/id/eprint/15038 |
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