Pengaruh Green Marketing Dan Packaging Terhadap Loyalitas Produk Wakai (Studi Kasus Pada Mahasiswa Manajemen Universitas Islam Riau)
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Institusion
Universitas Islam Riau
Author
Erdian, Nuria
Subject
HD28 Management. Industrial Management
Datestamp
2022-05-19 15:07:50
Abstract :
This study aims to determine and analyze the effect of Green Marketing and Packaging on Wakai Product Loyalty in Management Students at the Islamic University of Riau. The sampling technique used purposive sampling with a total sample of 100 respondents. Types and sources of data using primary and secondary data. The data collection technique uses an indirect (online) questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression test with SPSS 21 application tools. While the packaging variable has a positive and significant effect on the loyalty of wakai products. Meanwhile, simultaneously, the green marketing and packaging variables have a positive and significant effect on the loyalty of wakai products. The value of the coefficient of determination (R2) is 0.550%, which means that there is an influence of green marketing and packaging on the loyalty of wakai products by 55% and the rest is influenced by other variables not included in this study.
This study aims to determine and analyze the effect of Green Marketing and Packaging on Wakai Product Loyalty in Management Students at the Islamic University of Riau. The sampling technique used purposive sampling with a total sample of 100 respondents. Types and sources of data using primary and secondary data. The data collection technique uses an indirect (online) questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression test with SPSS 21 application tools. While the packaging variable has a positive and significant effect on the loyalty of wakai products. Meanwhile, simultaneously, the green marketing and packaging variables have a positive and significant effect on the loyalty of wakai products. The value of the coefficient of determination (R2) is 0.550%, which means that there is an influence of green marketing and packaging on the loyalty of wakai products by 55% and the rest is influenced by other variables not included in this study.
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