THE EFFECT OF GREEN MARKETING AND BRAND IMAGE TOWARD PURCHASE DECISION ON THE FACE SHOP BANDUNG

Wahyu Liana, Farah Oktafani

Abstract

This research was conducted to determine and analyze the effect of Green Marketing, Brand Image toward Purchasing Decisions. This research employs quantitative methods. Data collection techniques in this study used a questionnaire. Sampling was conducted using non-probability sampling with incidental sampling. The number of respondents are100 people. The data analysis technique used is descriptive analysis and multiple linear regression analysis. Based on the results of testing the hypothesis simultaneously that Green Marketing and Brand Image have a significant effect on purchasing decisions. Based on the results of partial hypothesis testing (t test) that partially Green Marketing has a significant effect on Purchasing Decisions and partially Brand Image has a significant effect on Purchasing Decisions. The conclusion of this research is that The Face Shop’s Green Marketing and Brand Image are already very good. Hence, it is hoped that The Face Shop can continue to maintain the quality of its products and make new innovations.
Keywords: Green Marketing, Brand Image and Purchasing Decisions.

Full Text:

PDF

References

Arikunto, Suharsimi. (2006). Prosedur Penelitian. Jakarta: Rineka Cipta

Astuti, S., W. dan Cahyadi, I., G. (2007). Pengaruh Elemen Ekuitas Merek terhadap Rasa Percaya Diri Pelanggan di Surabaya Atas Keputusan Pembelian Kartu Perdana IM3. Majalah Ekonomi No. 2.

Hair, et. al.1995. Multivariate Data Analysis 6Ed. New Jersey: Pearson Education. Jogiyanto (2004). Metode Penelitian Bisnis. Yogyakarta: BPFE

Kalafatis, S., Pollard, M., East, R. and Tsogas, M.H. 1999, “Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination”, Journal of Consumer Marketing, Vol.16No.5,pp. 441-60.

Kotler Philip. 2000. Manajemen Pemasaran. Edisi Millenium. Jilid 2. Jakarta: PT Prehallindo.

Kotler Philip. 2007. Manajemen Pemasaran. (Hendra Teguh dan Ronny A. Rusli. Terjemahan. Jakarta: PT. Prehallindo.

Kotler, Philip & Keller, Kevin Lane. (2003). Manajemen Pemasaran. Edisi tiga belas Bahasa Indonesia. Jilid 1 dan 2. Jakarta: Salemba Empat.

Kumastuti, Fitri. (2011). Pengaruh Harga, Atribut Produk dan Promosi Terhadap Keputusan Pembelian Produk Telepon Seluler Sony Ericsson (Studi Kasus di Kabupaten Temanggung). SkripsiTidak Diterbitkan. Semarang: UNDIP

Lozada, H.R. 2000. Ecological Sustainability and Marketing Strategy: Review and Implication. Seton Hall University.

Manongko, Allen A. CH. 2011. “Green Marketing Dan Pengaruhnya Terhadap Keputusan Pembelian Melalui Minat Membeli Produk Organik (Studi Pada Pelanggan Produk Organik di Kota Manado)”, Tesis. Malang: Universitas Brawijaya.

Muhson, Ali. (2005). Aplikasi Komputer. Yogyakarta: FISE UNY.

Nanere, M. 2010. What Green Marketing Has to Offer. International Conference Indonesian Management Scientist Ass (AIMI). La Trobe University: Bendigo, Australia.

Noiseux, Krystal dan Mark E Hostetler, 2008, Do homebuyer want features in their comunities. Journal of Environment and Behavior, Vol 20 No. 10, page 2.

Ottman, J.A., et al. 2006. Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment Volume 48, Number 5 pp 22-36 Heldref Publications

Refbacks

  • There are currently no refbacks.