Green Marketing: Strengthen the Brand Image and Increase the Consumers’ Purchase Decision

Abstract

This study aims to determine how much influence green marketing toward consumers’ purchase decision mediated by brand image of Ades mineral water in Jabodetabek. The type of research used in this study is descriptive with a quantitative approach. The variables in this study are green marketing, brand image and purchase decision. The population in this study is consumers who have bought and consumed Ades mineral water. This study uses 268 people as samples selected by non-probability sampling method. This study uses Descriptive and Structural Equation Modeling analysis to analyze data with the help of SPSS and AMOS software. The results of this study indicate that 1) green marketing directly has a significant influence toward brand image of Ades mineral water, 2) green marketing directly has a significant influence toward purchase decision of Ades mineral water, 3) brand image directly has a significant influence toward purchase decision of Ades mineral water, and 4) green marketing indirectly has a significant influence toward purchase decision of Ades mineral water through brand image as a mediating variable.

Effect of Green Marketing and Corporate Social Responsibility on Brand Image of the Cosmetic Brands

“…[2] study, "The Influence of Green Marketing Strategy on Purchase Decision with Mediation Role of Brand Image" demonstrates that green marketing has a considerable beneficial impact on brand image. This study is in accordance with the study of [5] "Green Marketing: Strengthen the Brand Image and Increase the Consumers' Purchase Decision" which claims that green marketing significantly improves brand perception.…”

“…[10] Green marketing is an initiative to create, market, and distribute goods that do not harm the environment. [5] There are four (4) indicators of green marketing, namely "green product, green price, green place, and green promotion".…”

Peran Citra Merek Dalam Memediasi Pengaruh Green Marketing Terhadap Keputusan Pembelian Pada Starbucks Di Denpasar

“…Implementasi dari strategi green marketing ini dapat memberikan kepuasan pelanggan serta memberikan manfaat bagi perusahaan maupun lingkungan itu sendiri (Genoveva & Samukti, 2020). Dikutip dari Yue et al (2020) "Kepedulian masyarakat tentang lingkungan mereka telah menyebabkan munculnya jenis baru konsumen yang menunjukkan keprihatinan mereka dalam keputusan pembelian.…”

PENGARUH GREEN MARKETING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND IMAGE (Studi pada AMDK Ades di Kota Denpasar)

“…(3) Brand image mampu memediasi pengaruh green marketing terhadap purchase decision. Pernyataan ini didukung dengan adanya penelitian yang dilakukan oleh Genoveva & Samukti (2020) yang menyatakan bahwa brand image sebagai variabel mediasi dapat menjadi variabel yang memperkuat pengaruh green marketing terhadap purchase decision. "…”