文章基本信息

标题：THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE
本地全文：下载
作者：Asyhari Asyhari ; Sitty Yuwalliatin
期刊名称：Jurnal Aplikasi Manajemen
印刷版ISSN：1693-5241
电子版ISSN：2302-6332
出版年度：2021
卷号：19
期号：3
DOI：10.21776/ub.jam.2021.019.03.07
语种：English
出版社：University of Brawijaya
摘要：This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better.