THE INFLUENCE OF GREEN MARKETING STRATEGY ON PURCHASING DECISION WITH MEDIATION ROLE OF BRAND IMAGE

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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Bibliographic Details
Main Authors: Asyhari Asyhari, Sitty Yuwalliatin
Format: Article
Language:English
Published: University of Brawijaya 2021-08-01
Series:Jurnal Aplikasi Manajemen
Subjects:
green marketing
corporate social marketing
green product innovation
brand image
purchasing decisions
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/2063

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