SKRIPSI: Pengaruh Green Marketing Mix terhadap Keputasan Pembelian melalui Niat Beli sebagai Mediasi (pada Produk Mie Instan Lemonilo)

Silvia, Mei Saroh (2023) SKRIPSI: Pengaruh Green Marketing Mix terhadap Keputasan Pembelian melalui Niat Beli sebagai Mediasi (pada Produk Mie Instan Lemonilo). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of "The Effect of Green Marketing Mix on Purchase Decisions Through Purchase Intention as Mediation (On Lemonilo Instant Noodle Products)". The sampling technique used non probability sampling method with purposive sampling technique. Methods of data analysis using validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, hierarchical regression analysis, uji t and coefficient of determination adjusted R square. The number of respondents was 159 with the criteria of respondents from this study being consumers who had purchased Lemonilo instant noodle products at least once and were at least 17 years old.

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