This study aims to analyze and prove effect of the green marketing-based marketing mix consisting of (green product, green price, green distribution, green promotion) on corporate image and its implications for the purchase intention of food and beverage companies in Indonesia, partially or jointly and the effect of the green marketing-minded marketing mix consisting of (green product, green price, green distribution, green promotion) and corporate image on the purchase intention of food and beverage companies in Indonesia, both partially or collectively. The research method used in this research is descriptive and verification methods with a sample of 205 respondents, and the data analysis method used is SEM (Structural Equation Modeling) using the Lisrel Program. Based on the research results, the following findings were found as green product, green price, green distribution and green promotion both partially and collectively have a positive and significant effect on corporate image with a coefficient of determination (R2) of 88%. Likewise, green product, green price, green distribution, green promotion and corporate image either partially or collectively have a positive and significant effect on purchase intention with a coefficient of determination (R2) of 98%. This research finds and proves that to increase purchase intention it is necessary to increase the marketing mix with a marketing perspective (green product, green price, green distribution and green promotion) and corporate image in the non-physical identity dimensions needs to be improved.
Perlindungan lingkungan telah menjadi perhatian dan mulai diakui oleh masyarakat internasional. Kerusakan lingkungan menyebabkan bencana lingkungan, tidak hanya untuk kesehatan, tetapi bahkan untuk kelangsungan hidup manusia. Penelitian ini bertujuan untuk menganalisis pengaruh perception social responsibility terhadap brand trust, Consumer attitude dan perceived consumer effectiveness serta terhadap purchase intention pada perusahaan fast fashion Pull & Bear dan Stradivarius di Jakarta yang menghasilkan produk ramah lingkungan. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif dengan pendekatan kausal dengan sampel sebesar 180 responden, serta metode analisis data yang digunakan adalah SEM (Structural Equation Modeling) menggunakan Program AMOS 21. Hasil penelitian menunjukkan bahwa perception social responsibility berpengaruh signifikan terhadap brand trust, Consumer attitude dan perceived consumer effectiveness. Brand trust dan perceived consumer effectiveness tidak berpengaruh terhadap purchase intention, sedangkan Consumer attitude berpengaruh signifikan terhadap purchase intention.
Sponsors have become one of the essential factors in sports activities, and their role as one of the critical aspects in implementing sports activities cannot be denied. Especially for sports teams, sponsors can provide additional funding that can support operational activities. Meanwhile, from the perspective of sponsors, companies' involvement in providing their support is based more on promotional strategies to expand the symbolic value of sponsors. This brief commentary briefly describes sponsorship, marketing, and future study opportunities.
This study aims to analyze and prove effect of the green marketing-based marketing mix consisting of (green product, green price, green distribution, green promotion) on corporate image and its implications for the purchase intention of food and beverage companies in Indonesia, partially or jointly and the effect of the green marketing-minded marketing mix consisting of (green product, green price, green distribution, green promotion) and corporate image on the purchase intention of food and beverage companies in Indonesia, both partially or collectively. The research method used in this research is descriptive and verification methods with a sample of 205 respondents, and the data analysis method used is SEM (Structural Equation Modeling) using the Lisrel Program. Based on the research results, the following findings were found as green product, green price, green distribution and green promotion both partially and collectively have a positive and significant effect on corporate image with a coefficient of determination (R2) of 88%. Likewise, green product, green price, green distribution, green promotion and corporate image either partially or collectively have a positive and significant effect on purchase intention with a coefficient of determination (R2) of 98%. This research finds and proves that to increase purchase intention it is necessary to increase the marketing mix with a marketing perspective (green product, green price, green distribution and green promotion) and corporate image in the non-physical identity dimensions needs to be improved.
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