The Effect of Green Marketing and Brand Image on Purchasing Decisions Through XYZ Online Application

Authors

  • Ferdhy Febryan Universitas Indonesia Membangun, Indonesia
  • Mochammad Mukti Ali Universitas Indonesia Membangun, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v5i6.3311

Keywords:

Green Marketing, Brand Image, Purchase

Abstract

This study was conducted to reveal the impact or effect of Green Marketing and Brand Image in Purchase Decission. The object of this study is online e-commecre platform from one the major supermarket in Indonesia. This supermarket starting to implement the green marketing strategy although they do not claim that they do green marketing, but what they do is closing to green marketing strategy. This major supermarket has a good brand image for offline store but not online. The method used in this research is quantitative method with 300 sample and using regresion analysis to uncover the effect of Green Marketing and Brand Image in Purchase Decision impact to Purchase Decission. The result of this study indicates that both green marketing and brand image has positive impact on puchase decission. The impact is partial also simulataneously. This result giving an insight for that major supermarket to reconsider their strategy especialy on Green Marketing and Brand Image in online platform.

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Published

2024-08-26

How to Cite

Febryan, F., & Mukti Ali, M. (2024). The Effect of Green Marketing and Brand Image on Purchasing Decisions Through XYZ Online Application. Dinasti International Journal of Education Management And Social Science, 5(6), 2309–2316. https://doi.org/10.38035/dijemss.v5i6.3311

Issue

Vol. 5 No. 6 (2024): Dinasti International Journal of Education Management and Social Science (August - September 2024)

Section

Articles

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Copyright (c) 2024 fanji Fanji Wijaya, Mochammad Mukti Ali

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