The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable
| Main Authors: | Kusnandar, Deasy Lestary, Rinandiyana, Lucky Radi |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Faculty of Economics and Business, Jenderal Soedirman University
, 2017
|
| Online Access: |
http://jos.unsoed.ac.id/index.php/jame/article/view/971 http://jos.unsoed.ac.id/index.php/jame/article/view/971/710 |
| ctrlnum |
article-971 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable</title><title lang="id-ID"/><creator>Kusnandar, Deasy Lestary</creator><creator>Rinandiyana, Lucky Radi</creator><description lang="en-US">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.</description><publisher lang="en-US">Faculty of Economics and Business, Jenderal Soedirman University</publisher><date>2017-07-11</date><type>Journal:Article</type><type>Other:info:eu-repo/semantics/publishedVersion</type><type>Journal:Article</type><type>File:application/pdf</type><identifier>http://jos.unsoed.ac.id/index.php/jame/article/view/971</identifier><source lang="en-US">Jurnal Akuntansi, Manajemen dan Ekonomi; Vol 19 No 2 (2017); 1-12</source><source>2620-8482</source><source>1410-9336</source><language>eng</language><relation>http://jos.unsoed.ac.id/index.php/jame/article/view/971/710</relation><recordID>article-971</recordID></dc>
|
| language |
eng |
| format |
Journal:Article Journal Other:info:eu-repo/semantics/publishedVersion Other File:application/pdf File Journal:eJournal |
| author |
Kusnandar, Deasy Lestary Rinandiyana, Lucky Radi |
| title |
The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable |
| publisher |
Faculty of Economics and Business, Jenderal Soedirman University |
| publishDate |
2017 |
| url |
http://jos.unsoed.ac.id/index.php/jame/article/view/971 http://jos.unsoed.ac.id/index.php/jame/article/view/971/710 |
| contents |
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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IOS5485.article-971 |
| institution |
Universitas Jenderal Soedirman |
| institution_id |
207 |
| institution_type |
library:university library |
| library |
Perpustakaan Universitas Jenderal Soedirman |
| library_id |
517 |
| collection |
JURNAL AKUNTANSI MANAJEMEN DAN EKONOMI |
| repository_id |
5485 |
| subject_area |
BUSINESS MANAGEMENT ACCOUNTING |
| city |
PURWOKERTO |
| province |
JAWA TENGAH |
| repoId |
IOS5485 |
| first_indexed |
2018-05-10T03:35:00Z |
| last_indexed |
2019-11-25T14:39:40Z |
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dc |
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1686356327021936640 |
| score |
17.538404 |