PENGARUH SOCIAL MEDIA AND GREEN MARKETING STRATEGIES TERHADAP MINAT BELI MELALUI BRAND

THOLIB, ABU (2019) PENGARUH SOCIAL MEDIA AND GREEN MARKETING STRATEGIES TERHADAP MINAT BELI MELALUI BRAND. Other thesis, STIE Malangkucecwara.

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1. Halaman Judul.pdf
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2. Lembar Pengesahan.pdf
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3. Lembar Pernyataan Orisinalitas.pdf
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4. Riwayat Hidup.pdf
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5. Ucapan Terima Kasih.pdf
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6. Abstrak.pdf
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7. kata Pengantar.pdf
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8. Daftar Isi.pdf
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9. Daftar Tabel.pdf
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10. Daftar Gambar.pdf
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11. Bab I Pendahuluan.pdf
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12. Bab II Tinjauan Pustaka.pdf
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13. Bab III Metode Penelitian.pdf
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14. Bab IV Hasil Penelitian dan Pembahasan.pdf
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15. Bab V Penutup.pdf
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16. Daftar Pustaka.pdf
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17. Lampiran.pdf
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Abstract

Pengaruh Strategi Social Media Green Marketing Terhadap Minat Beli Melalui Brand Image Pada Produk Informa Malang Penelitian ini adalah dilatarbelakangi oleh konsep green marketing sudah diperkenalkan oleh Bell dan Emeri, serta Feldman sejak tahun 1971. Perusahaan bisa dikatakan green jika dalam semua dimensi aktivitas perusahaannya memasukkan pertimbangan lingkungan. Namun kenyataannya masih ada perusahaan yang “talking green” dibandingkan “being green”. Perusahaan masih menggunakan green marketing sebagai “topeng” untuk mendapatkan keuntungan sebesar-besarnya bukan sebagai strategi yang sesungguhnya. Hal tersebut menuntut konsumen untuk lebih mengedukasi dirinya sendiri tentang hal-hal yang berkaitan dengan produk green yang akan dibeli. Tujuan dari penelitian ini adalah 1) Mengetahui sejauhmana pengaruh strategi social media green marketing terhadap brand image Produk Informa, 2) Mengetahui sejauhmana pengaruh strategi social media green marketing terhadap minat beli Produk Informa, 3) Mengetahui sejauhmana pengaruh brand image terhadap minat beli Produk Informa Mengetahui sejauhmana pengaruh strategi social media green marketing terhadap minat beli melalui brand image pada Produk Informa Metode yang digunakan dalam penelitian ini adalah metode pendekatan kuantitatif, karena penelitian ini disajikan dengan angka-angka. Populasi yang digunakan dalam penelitian ini adalah konsumen yang menggunakan Informayang tidak diketahui jumlahnya dengan pasti, dan sampelnya adalah sebagian dari jumlah populasi yang memiliki karakteristik yang sama. Teknik Pengambilan sampel yang digunakan dalam penelitian iniactidental sampling atau sampling kebetulan. Dari penelitian ini dapat disimpulkan bahwa Green marketing memiliki pengaruh yang positif dan signifikan terhadap minat beli konsumen Informa. Brand Image tidak berpengaruh secara signifikan terhadap minat beli atau memiliki pengaruh namun tidak signifikan terhadap minat beli konsumen Informa. Brand Image memediasi pengaruh Green Marketing terhadap Minat beli di Informa. Jadi, Perusahaan Informa Malang berusaha untuk memperhatikan Green Marketing konsumen melalui peningkatan kualitas armada dengan tetap selektif saat menyeleksi calon mitranya agar konsumen dapat merasakan kualitas pelayanan yang baik. Hendaknya konsumen mampu memberikan penilaian secara bijak atas fasilitas yang diberikan selama pelayanan dalam penggunaaan produk Informa, mengingat penilaian konsumen baik positif dan negatif juga mempunyai kontribusi terhadap perusahaan. ABSTRACT The Influence of Green Marketing Social Media Strategy on Buying Interest Through Brand Image on Informa Products in Malang This research is based on the background of the green marketing concept that was introduced by Bell and Emeri, and Feldman since 1971. The company can be said to be green if in all dimensions of the company's activities include environmental considerations. But in reality there are still companies that are "talking green" rather than "being green". The company still uses green marketing as a "mask" to get maximum profit not as a real strategy. This requires consumers to better educate themselves about matters relating to green products to be purchased. The aims of this research are 1) to find out the extent of the influence of green marketing social media strategies on Informa brand image products, 2) knowing how far the influence of green marketing social media strategies on buying interest in Informa Products, 3) knowing how far the brand image influences buying interest. the extent of the influence of green marketing social media strategies on buying interest through the brand image on Informa Products. The method used in this research is a quantitative approach, because this research is presented with numbers. The population used in this study is consumers who use information unknown for the exact number, and the sample is a portion of the population that has the same characteristics. The sampling technique used in this study is accidental sampling or accidental sampling. From this study it can be concluded that Green marketing has a positive and significant influence on the buying interest of Informa consumers. Brand Image does not significantly influence buying interest or has a significant but not significant influence on buying interest in Informa consumers. Brand Image mediates the influence of Green Marketing on buying interest in Informa. So, Malang Informa Companies are trying to pay attention to consumers' Green Marketing through improving the quality of their fleets by staying selective when selecting prospective partners so that consumers can feel good quality service. Consumers should be able to give a wise assessment of the facilities provided during the service in the use of Informa products, considering that consumer ratings both positive and negative also contribute to the company

Item Type: Thesis (Other)
Uncontrolled Keywords: Social Media, Green Marketing, Minat Beli, Brand Image
Subjects: Manajemen Pemasaran > Marketing
Manajemen Pemasaran > Strategi Pemasaran
Depositing User: Library STIE MCE
Date Deposited: 30 Jan 2020 04:01
Last Modified: 06 Jan 2021 04:27
URI: http://repository.stie-mce.ac.id/id/eprint/132

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