THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE
This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purpos...
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University of Brawijaya
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doaj-1fe18be2b1a944c2a60e67e5b5c8284b2021-09-14T03:59:37ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322021-08-0119310.21776/ub.jam.2021.019.03.071289THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGEAsyhari Asyhari0Sitty Yuwalliatin1Faculty of Economics Universitas Islam Sultan AgungFaculty of Economics Universitas Islam Sultan AgungThis study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better.https://jurnaljam.ub.ac.id/index.php/jam/article/view/2063green marketingcorporate social marketinggreen product innovationbrand imagepurchasing decisions |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Asyhari Asyhari Sitty Yuwalliatin |
spellingShingle |
Asyhari Asyhari Sitty Yuwalliatin THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE Jurnal Aplikasi Manajemen green marketing corporate social marketing green product innovation brand image purchasing decisions |
author_facet |
Asyhari Asyhari Sitty Yuwalliatin |
author_sort |
Asyhari Asyhari |
title |
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE |
title_short |
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE |
title_full |
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE |
title_fullStr |
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE |
title_full_unstemmed |
THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE |
title_sort |
influence of green marketing strategy on purchasing decision with mediation role of brand image |
publisher |
University of Brawijaya |
series |
Jurnal Aplikasi Manajemen |
issn |
1693-5241 2302-6332 |
publishDate |
2021-08-01 |
description |
This study aims to determine and analyze the influence of green marketing, corporate social marketing, and green product innovation on purchasing decisions with the brand image as an intervening variable. The population is consumers who purchase go green products in central java. By using the purposive sampling technique, obtained a total sample of 140 respondents. The analysis tool is the analysis path, which was previously tested for validity, reliability, and the classic assumption test. The test results show that green marketing, corporate social marketing, and green product innovation have a positive influence on brand image. Green marketing, corporate social marketing, green product innovation, and brand image positively influence purchasing decisions. Brand image can be an intervening variable between green marketing and purchasing decisions, while brand image can be an intervening variable between corporate social marketing and purchasing decisions. Brand image can be an intervening variable between green product innovation on repurchase. The more the company can innovate on environmentally-friendly products, the more it will improve the positive image to increase consumers’ decisions. Future studies should consider green perceived quality, brand awareness, and brand trust to understand consumer purchasing decisions better. |
topic |
green marketing corporate social marketing green product innovation brand image purchasing decisions |
url |
https://jurnaljam.ub.ac.id/index.php/jam/article/view/2063 |
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