Pengaruh Green Marketing Dan Citra Merek Terhadap Keputusan Pembelian Konsumen Pada Produk Kecantikan (Studi Pada Pengguna Merek Love Beauty and Planet di Kota Surabaya)
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Institusion
Universitas Wijaya Kusuma Surabaya
Author
Suarliak, Margareta Metalia
Subject
HD28 Management. Industrial Management
Datestamp
2023-10-18 01:08:04
Abstract :
Awareness of the importance of sustainability and the environment has encouraged companies in the beauty industry to develop environmentally friendly business practices through a sustainable marketing approach or what is known as green marketing. The research aims to understand the influence of green marketing and brand image on consumer purchasing decisions for beauty products (survey of Love Beauty and Planet brand users in the city of Surabaya. This research uses logistic regression analysis with purposive sampling as the sampling method. The number of samples taken is 117 respondents and distributed through an online questionnaire. The research results show that green marketing (X1) has a positive but not significant effect on purchasing decisions. Meanwhile, the brand image variable (X2) does not have a positive and insignificant effect on consumer purchasing decisions (Y). Keywords: Green Marketing, Brand Image, Purchase Decision
Awareness of the importance of sustainability and the environment has encouraged companies in the beauty industry to develop environmentally friendly business practices through a sustainable marketing approach or what is known as green marketing. The research aims to understand the influence of green marketing and brand image on consumer purchasing decisions for beauty products (survey of Love Beauty and Planet brand users in the city of Surabaya. This research uses logistic regression analysis with purposive sampling as the sampling method. The number of samples taken is 117 respondents and distributed through an online questionnaire. The research results show that green marketing (X1) has a positive but not significant effect on purchasing decisions. Meanwhile, the brand image variable (X2) does not have a positive and insignificant effect on consumer purchasing decisions (Y). Keywords: Green Marketing, Brand Image, Purchase Decision
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