SKRIPSI: Pengaruh Green Marketing dan Corporate Social Responsibility terhadap Purchase Decision Produk Smartphone Samsung yang Dimediasi oleh Brand Image (Studi terhadap Konsumen di Yogyakarta)

WIJANANTO, Dimas Pratama (2025) SKRIPSI: Pengaruh Green Marketing dan Corporate Social Responsibility terhadap Purchase Decision Produk Smartphone Samsung yang Dimediasi oleh Brand Image (Studi terhadap Konsumen di Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of green marketing and corporate social responsibility on the purchase decision of Samsung smartphones, with brand image as a mediating variable, among consumers in Yogyakarta. The research employed a purposive sampling method, involving 107 respondents as the sample. This study employed path analysis with process macro, utilizing IBM SPSS Statistics 26 software for data processing. The findings of this study indicate that: (1) green marketing has a positive and significant influence on the purchase decision of Samsung smartphones, (2) corporate social responsibility has a positive and significant influence on the purchase decision of Samsung smartphones, (3) green marketing has a positive and significant influence on the brand image of Samsung smartphones, (4) corporate social responsibility has a positive and significant influence on the brand image of Samsung smartphones, (5) brand image has a positive and significant influence on the purchase decision of Samsung smartphones, (6) green marketing positively and significantly influences the purchase decision through the brand image of Samsung smartphones, and (7) corporate social responsibility positively and significantly influences the purchase decision through the brand image of Samsung smartphones.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Ilmu Manajemen > Manajemen Perusahaan
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:52
Last Modified: 11 Dec 2025 06:52
URI: http://repository.stimykpn.ac.id/id/eprint/684

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