Pengaruh citra merek, kemasan dan iklan terhadap perilaku pembelian konsumen pada produk minuman isotonik Mizone di Surabaya

Rachmadini, Leonita; Ronny, Ronny

doi:10.14414/jbb.v5i1.471

Cited by 1 publication

(2 citation statements)

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“…Previous studies have proven the relationship between brand image and consumer purchasing behavior. The results showed that brand image will grow stronger in the mind of consumer and become part of consumer purchasing behavior (Malik et al, 2013;Sivanesan, 2014;Rachmadini & Ronny, 2015). The reason for choosing brand image as an intervening variable is also supported by previous studies which stated that eco-brand, eco-labeling and environmental advertisement can influence consumer purchasing behavior through brand image (Nagar, 2015;Kennedy & Sommer, 2016;Schmidt et al, 2017).…”

Section: Introductionmentioning

confidence: 60%

“…The results of study by Malik et al (2013) shows that brand image will automatically grow stronger in the mind of consumer and become part of their buying behavior when consumers are aware of a brand and they have a good perception of the brand. This proves that brand image has a strong influence on consumer purchasing behavior (Sivanesan, 2014;Rachmadini & Ronny, 2015). Therefore, the research hypothesis is developed as follows: H7: Brand image has a positive and significant effect on consumer purchasing behavior.…”

Section: Hypothesis Developmentmentioning

confidence: 94%

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The Influence of Eco-Brand, Eco-Labelling and Environmental Advertisement on Consumer Purchasing Behavior through Brand Image

Rizqiyana

Wahyono²

2020

MAJ

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The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect of green marketing tools namely eco-label, eco-brand and environmental advertisement on consumer purchase behavior with brand image as an intervening variable. The sampling method used is purposive sampling technique through questionnaire with 115 respondents who are consumers of Ades in Semarang. The data analysis method used is path analysis. The results of this study show that eco-brand and eco-labelling have positive and significant effect on consumer purchase behavior while environmental advertisement has negative and significant effect on consumer purchase behavior. Eco-brand, eco-labeling and environmental advertisement have positive and significant effect on consumer purchase behavior through brand image. Brand image has a role as an intervening variable between eco-brand, eco-labeling and environmental advertisement to consumer purchase behavior.

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Section: Introductionmentioning

confidence: 60%

Section: Hypothesis Developmentmentioning

confidence: 94%