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All Journal Kinerja Jurnal Manajemen dan Bisnis Sriwijaya Manajemen Bisnis Kompetensi Indonesian Journal of Business and Entrepreneurship (IJBE) MIX : Jurnal Ilmiah Manajemen Journal of Management and Business Review Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS Jurnal Sinergitas PkM & CSR JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Jurnal Kreativitas PKM Journal of Humanities and Social Studies Jurnal Muara Ilmu Ekonomi dan Bisnis ACADEMICS IN ACTION Journal of Community Empowerment Altasia : Jurnal Pariwisata Indonesia FIRM: Journal of Management Studies Jurnal Bakti Masyarakat Indonesia Jurnal Ekonomi Indonesia Indonesian Marketing Journal Rudence: Rural Development for Economic Resilience IJFBP International Journal of Family Business Practices Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Seminar Nasional Aplikasi Iptek (SINAPTEK) Jurnal Kesehatan Terpadu
Genoveva, Genoveva
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : MIX : Jurnal Ilmiah Manajemen

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GREEN MARKETING: STRENGTHEN THE BRAND IMAGE AND INCREASE THE CONSUMERS’ PURCHASE DECISION Genoveva Genoveva; Dian Ridho Samukti
MIX: JURNAL ILMIAH MANAJEMEN Vol 10, No 3 (2020): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mix.2020.v10i3.004

Abstract

This study aims to determine how much influence green marketing toward consumers’ purchase decision mediated by brand image of Ades mineral water in Jabodetabek. The type of research used in this study is descriptive with a quantitative approach. The variables in this study are green marketing, brand image and purchase decision. The population in this study is consumers who have bought and consumed Ades mineral water. This study uses 268 people as samples selected by non-probability sampling method. This study uses Descriptive and Structural Equation Modeling analysis to analyze data with the help of SPSS and AMOS software. The results of this study indicate that 1) green marketing directly has a significant influence toward brand image of Ades mineral water, 2) green marketing directly has a significant influence toward purchase decision of Ades mineral water, 3) brand image directly has a significant influence toward purchase decision of Ades mineral water, and 4) green marketing indirectly has a significant influence toward purchase decision of Ades mineral water through brand image as a mediating variable.
Co-Authors Abdulsatar Fathe G. Il Tohame Agung Panglima P.Lodong Agus Deva Adhikusuma Akbar, Aris Akram Alamodi Amira Nurul Azmi Amira Nurul Azmi Andi Ina Yustina Antonius Whisnu Perdana Widiputra Bernadette Gaby Chairy Chairy Cindy Maydita Srianisha Dedi Rianto Rahadi Dian Ridho Samukti Dwi Faqihatus Syarifah Has Eggy Asyrofi Eka Srirahayu Ariestiningsih Elda Octaffiana Filbertha Nathania Kartawaria Filda Rahmiati Fitriana, Mustika Indah Fujianti Nur L. Sukarno Hanif A. Widyanto Hanif Adinugroho Widyanto Hanif Rizky Dharmaatmaja Jason Tanardi Jean Richard Jokhu Kevin Gideon Nugroho Khairunnisa, Elisa Inten Levina, Lyliana M. Akbar Fajrin Maria Jacinta Arquisola Mustika Indah Fitriana Ni Luh Putu Maykha Felycia Pandu Cakranegara Pratama, Kevin Purwanti, Anastasia Putri Cantika Rizky Aldi Rahdino Salwa Adinda Sant Louis Liewin Sely Oktavia Siska Purnama Manurung Sonny Sonny Stivenes Tjin Siam Utami, Nadira Noor Vivien L. Iskandar Wulan Berliana Xie Haozhe Zi Yuan Dong