JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI
Vol 19 No 2 (2017)

The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable

Deasy Lestary Kusnandar (Siliwangi University)
Lucky Radi Rinandiyana (Siliwangi University)

Article Info

Publish Date
11 Jul 2017

Abstract

The purpose of this study is to explain the influence of marketing strategy on purchase decision through brand image as mediation. To test the empirical model, this study used Structural Equation Modeling (SEM) analysis tool. Other analysis tools used include AMOS 21.0, SPSS 16.0 and Microsoft Excel 2007. The number of samples in this study were 140 users of Tupperware in Tasikmalaya. The results of this study indicate that the dimensions of marketing strategy that are green product, green price, green place and green promotion have positive effect on purchase decision and brand image, and brand image mediate the influence of marketing strategy dimensions on purchase decision.

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Journal Info
JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI
Website

Abbrev

jame

Publisher

Universitas Jenderal Soedirman

Subject

Economics, Econometrics & Finance

Description

Jurnal Akuntansi, Manajemen dan Ekonomi is bi-annually peer-reviewed journal issued by Faculty of Economics and Business, Universitas Jenderal Soedirman. JAME aims to be the media for publishing empirical issues related to accounting, management, and economics studies. JAME invites manuscripts in ...