GREEN MARKETING, BRAND IMAGE DAN PENGARUHNYA PADA KEPUTUSAN PEMBELIAN
Abstract
The purpose of this study is to assess the impact of Green Marketing and Brand Image on Avoskin Beauty product purchasing decision in Malang City. In this study, a quantitative technique with descriptive analysis was applied. This sample of this research consisted of 140 respondents who were Avoskin Beauty customers in Malang City. The data was collected using a non-probability sampling method with a purposive sampling approach. SPSS was used to analyze the data, which included multiple linear regression analysis, partial tests, and simultaneous tests. The findings of this study suggest that Green Marketing and Brand Image have an impact on consumer purchasing decisions for Avoskin Beauty products in Malang City, either partially or concurrently.
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American Marketing Association. (2017). Definitions of Marketing. https://www.ama.org/the-definition-of-marketing-what-is-marketing/#:~:text=Green Marketing,or to improve its quality).
Arikunto, S. (2006). Prosedur Penelitian: Suatu Pendekatan Praktek. Rineka Cipta.
Avrinella Silaban, S., Sinulingga, S., & Author, C. (2021). The Effect of Green Marketing on Purchase Decisions and Brand Image as Intervening Variables (Case Study at: Pt. Sari Coffee Indonesia - Starbucks Focal Point Medan). International Journal of Research and Review (Ijrrjournal.Com), 8(January), 1.
BPOM, H. (2022). Diskusi Badan POM Untuk Rumuskan Regulasi Kosmetika Isi Ulanh. https://www.pom.go.id/new/view/more/berita/27528/Diskusi-Badan-POM-Untuk-Rumuskan-Regulasi-Kosmetika-Isi-Ulang.html
Cahya, K. D. (2020). Starbucks Indonesia Pakai Sedotan Kertas Mulai Februari 2020. Kompas.Com. https://travel.kompas.com/read/2020/02/14/082000627/starbucks-indonesia-pakai-sedotan-kertas-mulai-februari-2020#google_vignette
Enggarwati, P., Sumiati, & Sunaryo. (2017). Pengaruh Citra Merek, Kualitas Layanan terhadap Loyalitas Pelanggan yang Dimediasi oleh Kepuasan Konsumen (Studi Pada Butik Zoya Di Kota Malang). Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Brawijaya Malang, 4(1), 10.
Hikmawati, F. (2020). Metodologi Penelitian (4th ed.). Rajawali Press.
Kompas.com. (2022). Suvei: Konsumen Indonesia Makin Peduli Produk Lingkungan. https://lifestyle.kompas.com/read/2022/09/20/184205220/survei-konsumen-indonesia-makin-peduli-produk-ramah-lingkungan?page=all
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kurniawan, H. H. (2017). Pengaruh Perceived Quality Terhadap Brand Loyalty Melalui Mediasi Brand Image Dan Brand Trust. Jurnal Bisnis Dan Manajemen, 4(2), 228–239. https://doi.org/10.26905/jbm.v4i2.1703
Liana, W., & Oktafiani, F. (2020). The Effect of Green Marketing and Brand Image Toward Purchase Decision on The Face Shop Bandung. International Jourbnal of Economics, Business and Accounting Research (IJEBAR), 4(4).
Mahendra, D. F., & Nugraha, A. K. N. A. (2021). Green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 5(1), 28–38. https://ejournal.undiksha.ac.id/index.php/JPPSH
Malhotra, N. K. (2006). Marketing Research An Applied Orientation. Prestice Hall.
Manongko, A. C., & Kambey, J. (2018). The influence of Green Marketing on Decision Purchasing Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia. International Journal of Scientific Research and Management, 6(5), 403–411. https://doi.org/10.18535/ijsrm/v6i5.em06
MNC, L. T. (2022). Alasan Mengapa Malang Disebut Kota Pendidikan. https://edukasi.okezone.com/read/2022/10/09/624/2683478/alasan-mengapa-malang-disebut-kota-pendidikan
Muhtarom, A., Syairozi, M. I., & Rismayati, R. D. (2022). Analisis Citra Merek, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Dimediasi Minat Beli. Derivatif : Jurnal Manajemen, 16(1), 36–47. https://www.fe.ummetro.ac.id/ejournal/index.php/JM/article/view/749
Nielsen. (2019a). a “Natural” Rise in Sustainability Around the World. Cpg, Fmcg & Retail, January, 1–6. https://nielseniq.com/global/en/insights/analysis/2019/a-natural-rise-in-sustainability-around-the-world/%0Ahttps://www.nielsen.com/eu/en/insights/article/2019/a-natural-rise-in-sustainability-around-the-world/
Nielsen. (2019b). Sustainable Shoppers Buy the Change They Wish to See in the World [PowerPoint-Folien]. Nielsen, November 2018, 1–46. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/global-sustainable-shoppers-report-2018.pdf
Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1(2). https://doi.org/10.5070/g31210177
Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 11(5), 285–297. https://doi.org/10.1002/bse.338
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu Pada Era Media Sosial (1st ed.). CV PUSTAKA SETIA.
Rayon, Y. A., & Widagda, I. G. N. J. A. (2021). Pengaruh Green Marketing Terhadap Purchase Decision Yang Dimediasi Oleh Brand Image (Studi pada AMDK Ades di Kota Denpasar). E-Jurnal Manajemen, 10, 479–498. https://doi.org/https://doi.org/10.24843/EJMUNUD.2021.v10.i05.p04
Santoso, S. (2013). Menguasai SPSS 21 di Era Informasi. Elex Media Komputindo.
Schiffman, L., & Wisenblit, J. (2019). Consumer Behaviour (12th ed.). Pearson.
SIPSN. (2022). Capaian Kinerja Pengelolaan Sampah. https://sipsn.menlhk.go.id/sipsn/
Sudana, I. M., & Setianto, R. H. (2018). Metode Penelitian Bisnis & Analisis Data Dengan SPSS. Penerbit Erlangga.
Suharyadi, & K, P. S. (2016). Statistika Untuk Ekonomi dan Keuangan Modern (3rd ed.). Salemba Empat.
Talopod, R. V., Tampi, J. R. ., & Mukuan, D. D. S. (2020). Citra Merek terhadap Keputusan Pembelian Skincare dan Kosmetik the Body Shop Manado Town Square. Jurnal Ilmu Administrasi, 1(3), 251–255.
Tri Juliana, A., Tresnati, R., Estri Mahani, S. A., Studi Manajemen, P., & Ekonomi dan Bisnis, F. (2017). Prosiding Manajemen Pengaruh Green Marketing terhadap Keputusan Pembelian (Survey Pelanggan pada Produk. Prosiding Manajemen, 3(2), 767–773.
V, W. S. (2014). SPSS Untuk Penelitian (Florent (ed.)). Pustaka Baru Press.
Wiyati, R. (2019). Teknologi Ramah Lingkungan. https://sumber.belajar.kemdikbud.go.id/repos/FileUpload/Teknologi Ramah Lingkungan SMP/topik4.html
Wulandari, P., & Widodo, A. (2018). Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda The Influence of Green Marketing Mix on Consumer Purchase Decision of Tupperware Products in Samarinda. E-Proceeding of Management, 5(1), 119–130.
Published
2023-09-17
How to Cite
Maulidia, A., & Putri, K. (2023). GREEN MARKETING, BRAND IMAGE DAN PENGARUHNYA PADA KEPUTUSAN PEMBELIAN. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 383-398. https://doi.org/10.31955/mea.v7i3.3359
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Articles
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