THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE AND ITS IMPACT ON PURCHASING DECISIONS (Survey on “Ades” consumers in Jakarta)

LIE, BRENDA HINGGIS (2019) THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE AND ITS IMPACT ON PURCHASING DECISIONS (Survey on “Ades” consumers in Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to examine the Influence of the Green Marketing towards Brand Image, the Influence of Green Marketing towards Purchase Decisions and the Influence of Brand Image towards Purchase Decisions.Online questionnaires were distributed to 100 respondents in Jakarta who consumed bottled water “Ades”. Data analysis using Statistical Package for the Social Sciences (SPSS 23) and Smart Partial Least Square (SmartPLS 3.0). The result of the study revealed that there is a positive and significant effect of Green Marketing on Brand Image of “Ades”, there is a positive and significant effect of Green Marketing on the Decision to purchase “Ades” and there is a positive and significant effect of Brand Image on Purchasing decisions of “Ades”. Keyword : Green Marketing, Brand Image, Purchasing Decision

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 653
NIM/NIDN Creators: 43115010427
Additional Information: Green Marketing, Brand Image, Purchasing Decision
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
600 Technology/Teknologi > 610 Medical, Medicine, and Health Sciences/Ilmu Kedokteran, Ilmu Pengobatan dan Ilmu Kesehatan > 613 Personal Health, Hygiene/Ilmu Kesehatan Umum, Kesehatan Individu, Promosi Kesehatan, Higienis Umum > 613.3 Drinks/Minuman
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.2 Beverages, Drinks/Minuman
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Jan 2022 08:11
Last Modified: 04 Jun 2022 04:30
URI: http://repository.mercubuana.ac.id/id/eprint/53648

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