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All Journal PROSIDING SEMINAR NASIONAL Jurnal Sinergi Jurnal Siasat Bisnis Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Jurnal Aplikasi Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Ilmu Manajemen (JIMMU) MANAJEMEN DEWANTARA JURNAL EKOBIS DEWANTARA International Journal of Community Service Journal of Indonesian Management Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Science and Technology (FJST) Asian Journal of Community Services (AJCS) Jurnal Ekonomi dan Bisnis
Audita Nuvriasari
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Jurnal Ilmiah Mahasiswa Ekonomi Manajemen

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PENGARUH GREEN PACKAGING, GREEN ADVERTISING, GREEN PERCEIVED VALUE, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN THE BODY SHOP Ewa Damayanti; Audita Nuvriasari
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 6, No 2 (2021): Mei
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimen.v6i2.17092

Abstract

This study aims to analyze the influence of green packaging, green advertising, green perceived value, and brand image on consumer purchasing decisions of The Body Shop, and to see which variables most influence The Body Shop's consumer purchasing decisions. This research was conducted with a quantitative approach. Primary data collection was conducted by disseminating questionnaires to a sample of 70 respondents who were at least 17 years old, purchasing products at one of The Body Shop outlets, namely at Malioboro Mall, Ambarrukmo Plaza, Hartono Mall, Galeria Mall, or Jogja City Mall, Special Region of Yogyakarta, and purchasing The Body Shop products between January 2020 and March 2021. The data analysis used in this study was a multiple linear regression test. The results of this study showed that partially green packaging, green advertising and brand image had no positive and significant effect on purchasing decisions. While green perceived value positively and significantly influenced the purchase decision. Green perceived value is the most dominant variable that had positive and significant effect on purchasing decisions. The Body Shop should improve the green packaging strategy that is being implemented, expand the reach of green advertising, increase the green perceived value of consumers, and increase the brand image of The Body Shop.
Co-Authors Abdul Muttalib, Mohd Fadhil Harfiez Andita, Cindy Asmarani, Widya Puspita Awan Santosa Bhakti, Listiana Daeli, Krisdayanti eka purwanto Eno Casmi Ewa Damayanti Fadhila, Annisa Nur Faturrohman, M. Deisry Fortunella Fistha Permadani Hasim As'ari Ikrimatul Fathiyah Indra Laksana Leony Permata Setiawati Lulu Alviani Muhammad David Bagus Rahendra Nabilah Fatin Daulay Ninda Putri Kusumawardhani Octa, Octavia Nurul Hidayah Oktiansyah, Sella Pramudian, Achmad Fajri Raihan, Muhammad Reza Bagus Andrian Rina Dwiarti Ruslarta Sera Nopita Asri Uning Hadiyati Yulita Livrika