PENGARUH PRODUCT QUALITY,GREEN MARKETING DAN PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Lemonilo Di Bandar Lampung)

Zaki, Febri Setiawan (2024) PENGARUH PRODUCT QUALITY,GREEN MARKETING DAN PERSONAL BRANDING TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Lemonilo Di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Di Indonesia perkembangan teknologi industri produk makanan semakin berkembang menjadi kebutuhan pokok. perkembangan teknologi tiap tahunnya semakin canggih, semakin banyak pekerjaan manusia dipermudah dengan adanya teknologi. Termasuk tersedianya aneka olahan pangan yang dapat disimpan dalam jangka waktu lama, sehingga makanan tersebut akan tetap awet dan praktis dalam penyajiannya, saat ini masyarakat lebih menyukai makanan cepat saji, salah satu contohnya adalah mie instan. Pertumbuhan produksi mie instan di Indonesia mencapai angka Miliaran rupiah. Menurut World Instant Noodles Association bahwa Indonesia merupakan negara konsumen mie instan terbesar kedua setelah China. Di Indonesia pada tahun 2021 mencapai 13,270 miliar, Jumlah tersebut meningkat dibandingkan tahun 2020 yang hanya mencapai 12,640 miliar. Penelitian ini menggunakan jenis penelitian kuantitatif. Variabel independent dalam penelitian ini adalah product quality (X1) green marketing (X2) dan personal branding (X3) sedangkan variabel dependent dalam penelitian ini adalah keputusan pembelian (Y). Berdasarkan hasil bahwa variabel X1 (product quality) berpengaruh signifikan terhadap terhadap variable Y (keputusan pembelian). variabel X2 (green marketing) berpengaruh signifikan terhadap terhadap variable Y (keputusan pembelian). Variabel X3 tidak berpengaruh terhadap variabel Y(keputusan pembelian) Product quality memberikan pengaruh positif dan signifikan terhadap keputusan pembelian. Green marketing memberikan pengaruh positif dan signifikan terhadap keputusan pembelian dan personal branding tidak memberikan pengaruh positif signifikan terhadap keputusan pembelian produk mie Lemonilo.product quality dan green marketing memiliki pengaruh yang signifikan terhadap keputusan pembelian produk mie Lemonilo Kata Kunci: product quality,green marketing, personal branding. Keputusan pembelian. iv ABSTRACT In Indonesia, the development of food product industry technology is increasingly developing into a basic need. The development of technology every year is getting more sophisticated, more and more human work is facilitated by technology. Including the availability of various processed foods that can be stored for a long time, so that these foods will remain durable and practical in their presentation, currently people prefer fast food, one example is instant noodles. The growth of instant noodle production in Indonesia reached billions of rupiah. According to the World Instant Noodles Association that Indonesia is the second largest consumer of instant noodles after China. In Indonesia in 2021 it reached 13.270 billion, this number increased compared to 2020 which only reached 12.640 billion. This study used a quantitative type of research. The independent variables in this study are product quality (X1), green marketing (X2), and personal branding (X3), while the dependent variable in this study is purchasing decision (Y). Based on the results that variable X1 (product quality) has a significant effect on variable Y (purchase decision). variable X2 (green marketing) has a significant effect on variable Y (purchase decision). The variable X3 has no effect on the variable Y(purchase decision) Product quality has a positive and significant influence on purchasing decisions. Green marketing has a positive and significant influence on purchasing decisions and personal branding does not have a significant positive influence on purchasing decisions for Lemonilo noodle products. Product quality and green marketing have a significant influence on the purchase decision of Lemonilo noodle products Keywords: product quality, green marketing, personal branding. Purchase decision.

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