CD Skripsi

Green Marketing And Electronic Word Of Mouth Effect On Adidas Shoes Purchase Decision In Pekanbaru Through Brand Image

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ABSTRACT
This study aims to determine the effects of green marketing and electronic
word of mouth effect on Adidas shoes purchase decision through brand image.
The population in this study is consumers of Adidas shoes whose age ≥ 17 years
old also domiciled in Pekanbaru City. Primary data was collected by questionnaire
as an instrument to prove the results of the research, to test the hypothesis in this
studyis using path analysis with Statistical Program for Social Science (SPSS) 26.
The sampling method used a non-probability sampling method with a purposive
sampling technique (126 people).
The result shown that green marketing and electronic word of mouth have
significant effect towards brand image of Adidas, green marketing and electronic
word of mouth have significant effect towards purchase decision of Adidas shoes
consumers, brand image has a significant effect towards purchase decision of
Adidas shoes consumers, green marketing has insignificant effect towards
purchase decision through brand image of Adidas, and electronic word of mouth
has insignificant effect towards purchase decision through brand image of Adidas.
Keywords: Green Marketing, Electronic Word of Mouth, Brand Image, Purchase
Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112091

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112091

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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