Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Konsumen Produk AMDK Ades di DKI Jakarta)
DOI:
https://doi.org/10.37385/msej.v4i5.1841Keywords:
Green Marketing, Brand Image, Purchase DecisionAbstract
Botol air minum dalam kemasan (AMDK) merupakan satu diantara sumber sampah plastik yang berkontribusi terhadap peningkatan timbunan sampah di TPA. Di antara minimnya merek yang peduli terhadap lingkungan, salah satunya yaitu ADES mengadopsi konsep ramah lingkungan dimana merupakan salah satu strategi pemasaran yang bertujuan memberikan manfaat terhadap lingkungan. Selain itu, konsumen biasanya juga tertarik untuk mempercayai produk yang memiliki citra merek bagus. Brand image yang positif akan meningkatkan keyakinan serta membangkitkanniat untuk membeli produk tersebut. Penelitian ini bermaksud untuk mengetahui bagaimana green marketing mempengaruhi pilihan konsumen di DKI Jakarta dengan menggunakan brand image Ades. Dengan menyebarkan kuesioner dan menggunakan analisis data kuantitatif, data penelitian dikumpulkan. Non-probability sampling dan accidental sampling digunakan dengan total 100 responden. Dengan bantuan program SmartPLS3, dilakukan analisis data SEM PLS (Structural Equation Model Partial Least Square). Menurut temuan penelitian, green marketing mempengaruhi brand image, green marketing mempengaruhi keputusan pembelian, keputusan pembelian mempengaruhi brand image, dan variabel green marketingmempengaruhi keputusan pembelian melalui brand image.
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