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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen
Saura Jeane Aquar Rahma
Universitas Komputer Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Eco-Brand and Customer-Based Brand Equity: Shaping Consumer Purchase Choices Aisyah Solehati*; Panji Pramuditha; Saura Jeane Aquar Rahma
JURISMA : Jurnal Riset Bisnis & Manajemen Vol 13 No 2: Oktober 2023
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v13i2.9459

Abstract

This research aims to determine the influence of eco-branding and brand equity on purchasing decisions for eco-friendly products. This research uses quantitative sampling using the Slovin technique of 100 respondents. The method in this research uses descriptive and verification analysis which is processed using the SPSS V23 program. Judging from the descriptive analysis, it can be seen that eco-branding and brand equity in purchasing decisions are in a good category. Then, through verification analysis, it is stated that there is a partial positive influence of eco-branding and brand equity. With the development of the Eco-brand introduced, the company creates Green Trust in consumers to facilitate product purchasing decisions. Not only consumers but employees are also expected to be involved by representing the company to have a reciprocal impact on society and continue to be responsible for the environment. Keywords: Eco-Branding; Brand Equity; Purchasing Decisions; Eco-Friendly; Green Trust
Co-Authors Aisyah Solehati* Panji Pramuditha