The Influence of Green Marketing and Product Innovation on Purchase Decisions through Purchase Intention as an Interverning Variable (An Empirical Study of Diaper, Sanitary Pad, and Tissue Products of the Unicharm Brand on Consumers in Magetan Regency

NANDA, DEWI SAVITRI (2026) The Influence of Green Marketing and Product Innovation on Purchase Decisions through Purchase Intention as an Interverning Variable (An Empirical Study of Diaper, Sanitary Pad, and Tissue Products of the Unicharm Brand on Consumers in Magetan Regency. S1 thesis, Universitas PGRI Madiun.

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Abstract

Nanda Savitri Dewi. 2026. The Influence of Green Marketing and Product Innovation on Purchase Decisions through Purchase Intention as an Interverning Variable (An Empirical Study of Diaper, Sanitary Pad, and Tissue Products of the Unicharm Brand on Consumers in Magetan Regency. Thesis. Management Department, Economic and Business Faculty, Universitas PGRI Madiun. Advisor (I) Dr. Heny Sidanti, S.E., M.M., Advisor (II) Dr. Hari Purwanto, S.E., M.M. This study to analyze the influence of Green Marketing and Product Innovation on Purchasing Decisions through Purchase Intention as an interverning variable among consumers of environmentally friendly Unicharm products in Magetan Regency. This research employs a quantitative approach with Green Marketing, Product Innovation, Purchase Intention, and Purchasing Decisions as the research variables. Data were collected through questionnaires and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). This study is expected to provide empirical evidence regarding the effects of Green Marketing and product Innovation on Purchase Intention and Purchasing Decisions, as well as the mediating role of Purchase Intention. The findings are expected to serve as a reference for companies in developing environmentally sustainable marketing strategies. Keywords: Green Marketing, Product Innovation, Purchase Intention, Purchasing Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Green Marketing; Product Innovation; Purchase Intention; Purchasing Decision.
Subjects:	G Geography. Anthropology. Recreation > GE Environmental Sciences A Social Sciences > HF Commerce T Technology > TD Environmental technology. Sanitary engineering
Divisions:	Fakultas Ekonomi dan Bisnis
Depositing User:	DEWI SAVITRI NANDA
Date Deposited:	26 Oct 2026 05:18
Last Modified:	26 Oct 2026 05:18
URI:	http://eprint.unipma.ac.id/id/eprint/10627

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