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Submitted
4 June 2024
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17 June 2024
Published
17 June 2024
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Abstract

Penelitian ini bertujuan untuk mengetahui akan pengaruh strategi green marketing terhadap brand image dan keputusan pembelian produk the body shop di Indonesia. Dalam penelitian ini telah melakukan pengujian dengan sebanyak 101 sampel responden. Penelitian ini menggunakan metode kuantitatif untuk menentukan hubungan antara variabel. Variabel yang telah digunakan akan penelitian ini adalah green marketing, brand image, keputusan pembelian. Penelitian ini menggunakan teknik analisis data structural equation modeling (SEM) yang diolah oleh software IBM SPSS AMOS. Dari hasil analisis telah menunjukan bahwa green marketing berpengaruh positif dan signifikan terhadap brand image, green marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.

Keywords

green marketing brand image keputusan pembelian

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Copyright (c) 2024 Nadhifa Khansa, Murwanto Sigit

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Khansa, N., & Sigit, M. (2024). Pengaruh Strategi Green Marketing terhadap Brand Image dan Keputusan pada Pembelian Produk The Body Shop di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(6), 66–78. Retrieved from https://journal.uii.ac.id/selma/article/view/34501
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