Pengaruh Green Product dan Green Advertising Terhadap Citra Merek dan Keputusan Pembelian Air Minum Dalam Kemasan Merek AQUA
English The purpose of this study was to: (1) the effect of green products on brand image of Drinking Water in AQUA Brand Packaging, (2) green advertising on brand image of Drinking Water in AQUA Brand Packaging, (3) the influence of green products on the purchase of Deep Drinking Water AQUA Brand P...
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Veröffentlicht in: | Sketsa Bisnis 2019-08, Vol.4 (2), p.61-75 |
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Sprache: | eng |
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Zusammenfassung: | English
The purpose of this study was to: (1) the effect of green products on brand image of Drinking Water in AQUA Brand Packaging, (2) green advertising on brand image of Drinking Water in AQUA Brand Packaging, (3) the influence of green products on the purchase of Deep Drinking Water AQUA Brand Packaging, (4) the influence of green advertise on the decision to purchase Drinking Water in AQUA Brand Packaging, (5) Regulation of the brand to buy Drinking Water in AQUA Brand Packaging. This study uses a type of explanatory research with a qualitative approach, in which this research instrument is a questionnaire. The population in this study were Yudharta University students who had consumed Drinking Water in AQUA Brand Packaging. The sample is 96 respondents. The sampling technique used purposive sampling technique. Path data analysis used. The results of this study: (1) green product variables are positive and significant on brand image with a beta coefficient of 0.251 and a significance level of 0.028. (2) Green advertising variables are positive and significant for the brand image with a beta coefficient of 0.299 and a significance level of 0.009. (3) Variable green products are positive and significant for purchasing decisions with a beta coefficient of 0.263 and a significance level of 0.024. (4) Green advertising variables are positive and significant for purchasing decisions with a beta coefficient of 0.306 and a significance level of 0.010. (5) The image image of positive and significant recognition of the purchase decision with a beta coefficient of 0.350 and a significance level of 0.004.
Keywords: Green Products, Green Advertising, Brand Images, Purchase decisions.
Indonesia
Tujuan dari penelitian ini adalah untuk mengetahui: (1) pengaruh green product terhadap citra merek Air Minum Dalam Kemasan Merek AQUA, (2) green advertising terhadap citra merek Air Minum Dalam Kemasan Merek AQUA, (3) pengaruh green product terhadap keputusan pembelian Air Minum Dalam Kemasan Merek AQUA, (4) pengaruh green advertisinh terhadap keputusan pembelian Air Minum Dalam Kemasan Merek AQUA, (5) pengaruh citra merek terhadap keputusan pembelian Air Minum Dalam Kemasan Merek AQUA. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kualitatif, di mana instrumen penelitian ini berupa kuesioner. Populasi dalam penelitian ini adalah mahasiswa Universitas Yudharta yang pernah mengkonsumsi Air Minum Dalam Kemasan Merek AQUA. Samp |
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ISSN: | 2356-3672 2460-0989 |
DOI: | 10.35891/jsb.v4i2.1597 |