DITA INDAH CAHYANI, . (2025) ANALISIS CITRA MEREK, HARGA, DAN KEPUTUSAN PEMBELIAN GREEN PRODUCT GARNIER INDONESIA OFFICIAL SHOP PADA E-COMMERCE SHOPEE. Sarjana thesis, UNIVERITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk menganalisis keputusan pembelian green product Garnier pada e-commerce Shopee melalui tiga dimensi utama: citra merek, harga, dan keputusan pembelian. Penelitian ini dilatarbelakangi oleh meningkatnya kesadaran konsumen terhadap lingkungan dan pertumbuhan industri kosmetik yang mendorong permintaan akan produk yang ramah lingkungan. Garnier, sebagai salah satu merek kosmetik global, telah mengusung konsep green product dan memasarkan produknya melalui Shopee, salah satu platform e-commerce terbesar di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan secara online kepada 90 responden di wilayah Jabodetabek. Teknik analisis data yang digunakan adalah analisis deskriptif, uji validitas, dan reliabilitas. Hasil penelitian menunjukkan bahwa variabel citra merek dan harga memiliki peran penting dalam memengaruhi keputusan pembelian green product Garnier di Shopee. Temuan ini memberikan implikasi strategis bagi pelaku industri kosmetik dalam mengembangkan produk ramah lingkungan dan meningkatkan strategi pemasaran digital. Kata kunci: green product, keputusan pembelian, citra merek, harga, Shopee, e-commerce, Garnier ***** This research aims to analyze the purchasing decision of Garnier's green product on Shopee e-commerce through three main dimensions: brand image, price, and purchasing decision. The study is driven by the increasing environmental awareness among consumers and the growth of the cosmetic industry, which has led to a higher demand for eco-friendly products. Garnier, a global cosmetic brand, has embraced the green product concept and marketed its products via Shopee, one of the largest ecommerce platforms in Indonesia. This research uses a quantitative approach with a survey method through online questionnaires distributed to 90 respondents in the Jabodetabek area. Data analysis techniques used include descriptive analysis, validity, and reliability tests. The results show that brand image and price variables play a significant role in influencing the purchasing decisions of Garnier's green products on Shopee. These findings provide strategic implications for cosmetic industry players to develop environmentally friendly products and enhance their digital marketing strategies. Keywords: green product, purchasing decision, brand image, price, Shopee, ecommerce, Garnier
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M. |
| Subjects: | Manajemen > Manajemen Pemasaran |
| Divisions: | FE > D IV Pemasaran Digital |
| Depositing User: | Users 27786 not found. |
| Date Deposited: | 13 Aug 2025 03:11 |
| Last Modified: | 13 Aug 2025 03:11 |
| URI: | http://repository.unj.ac.id/id/eprint/60570 |
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ANALISIS CITRA MEREK, HARGA, DAN KEPUTUSAN
PEMBELIAN GREEN PRODUCT GARNIER INDONESIA
OFFICIAL SHOP PADA E-COMMERCE SHOPEE. (deposited UNSPECIFIED)
- ANALISIS CITRA MEREK, HARGA, DAN KEPUTUSAN PEMBELIAN GREEN PRODUCT GARNIER INDONESIA OFFICIAL SHOP PADA E-COMMERCE SHOPEE. (deposited 13 Aug 2025 03:11) [Currently Displayed]
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