Cover Image

THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE AND ITS IMPACT ON PURCHASING DECISIONS (Survey on “Ades” consumers in Jakarta)

Main Author: LIE, BRENDA HINGGIS
Format: Thesis NonPeerReviewed Book
Bahasa: ind
Terbitan: , 2020
Subjects:
650 Management
Public Relations
Business and Auxiliary Service/Manajemen
Hubungan Masyarakat
Bisnis dan Ilmu yang Berkaitan
658 General Management
Manajemen Umum
658.5 Management of Production
Manajemen Produksi
658.7 Management of Supplies
Manajemen Persediaan
658.8 Marketing
Management of Distribution/Marketing
Manajemen Distribusi
Online Access: http://repository.mercubuana.ac.id/56774/1/1.%20Halaman%20Judul.pdf
http://repository.mercubuana.ac.id/56774/2/4.%20Abstrak.pdf
http://repository.mercubuana.ac.id/56774/3/2.%20Surat%20Pernyataan.pdf
http://repository.mercubuana.ac.id/56774/4/3.%20Lembar%20Pengesahan.pdf
http://repository.mercubuana.ac.id/56774/5/5.%20Kata%20Pengantar.pdf
http://repository.mercubuana.ac.id/56774/6/6.%20Daftar%20Isi.pdf
http://repository.mercubuana.ac.id/56774/7/7.%20Daftar%20Tabel.pdf
http://repository.mercubuana.ac.id/56774/8/8.%20Daftar%20Gambar.pdf
http://repository.mercubuana.ac.id/56774/9/9.%20Daftar%20Lampiran.pdf
http://repository.mercubuana.ac.id/56774/10/10.%20Bab%201.pdf
http://repository.mercubuana.ac.id/56774/11/11.%20Bab%202.pdf
http://repository.mercubuana.ac.id/56774/12/12.%20Bab%203.pdf
http://repository.mercubuana.ac.id/56774/13/13.%20Bab%204.pdf
http://repository.mercubuana.ac.id/56774/14/14.%20Bab%205.pdf
http://repository.mercubuana.ac.id/56774/15/15.%20Daftar%20Pustaka.pdf
http://repository.mercubuana.ac.id/56774/16/16.%20Lampiran.pdf
http://repository.mercubuana.ac.id/56774/
Daftar Isi:
  • The purpose of this study is to examine the Influence of the Green Marketing towards Brand Image, the Influence of Green Marketing towards Purchase Decisions and the Influence of Brand Image towards Purchase Decisions.Online questionnaires were distributed to 100 respondents in Jakarta who consumed bottled water “Ades”. Data analysis using Statistical Package for the Social Sciences (SPSS 23) and Smart Partial Least Square (SmartPLS 3.0). The result of the study revealed that there is a positive and significant effect of Green Marketing on Brand Image of “Ades”, there is a positive and significant effect of Green Marketing on the Decision to purchase “Ades” and there is a positive and significant effect of Brand Image on Purchasing decisions of “Ades”. Keyword : Green Marketing, Brand Image, Purchasing Decision

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