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The Effect of Green Marketing and Brand Image on Purchasing Decisions Through XYZ Online Application Ferdhy Febryan; Mochammad Mukti Ali
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 6 (2024): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i6.3311

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.
Co-Authors (Efi), Nunung Ayu Sofiati Aeni, Puri Nur Alam, Syaharani Nur Setia Alawiyah, Shufia Alfarisi, Ade Salman Andi Setiawan Andre Suryaningprang Andrean, Meilani Eka Putri Anggono Raras Tirto Sakti Anggraeni, Yulia Dyah Apriliani, Putri Khumaira Arif Dzulfikar Atika Dian Pitaloka Aunia, Sovie Ayu Sofiati, Nunung Binagusto Mochammad Budiono Budiono Burnama, Satryadi Chandra Jaya, Rama Dadan Abdul Aziz Dadan Abdul Aziz Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Daffa, Fauzan Dede Suleman Dewi Nusraningrum Egi Fernandez Erna Herlinawati Fajar, Kartika Bunga Fanji Wijaya Febrianto Febrianto, Febrianto Febryan, Ferdhy Ferdhy Febryan Fernandez, Egi Ferry, Radzisyah Fitri Julianti Fitriyanti, Neng Putri Gurawan Dayona Ismail Hadiyanti, Risa Hapzi Ali Hardan, Nurul Syafrina Hartoyo Hartoyo Hartoyo Hartoyo Hartoyo Helinawati, Erna Hendriawanto, Hendriawanto Hengki, Reza Hikmah, Agung Mohamad Ismail, Gurawan Dayona Jaya, Rama Chandra Jordan, Reza Juanda, Ujang Karamang, Ezra Khairunisya, Hania Khofifah, Haiva Nailul Luntungan, Irving Ignatius Paul Luntungan, Irving Irving Ignatius Paul Madani, Wanda Nurul Mamahit, Rilly Richard Maulana, Aldi Melati, Sukma Mubarok, Dadan Abdul Azis Mukhamad Najib Naomi Desty Ayu Lestari Nila Sauri Pratesti Palupi Permata Rahmi Pitaloka, Atika Dian Prasetiyo, Wildan Guretno Pratama, Hangga Anugratyas Pratiwi, Anggi Ratu Prita Prasetya Putri, Adela Ayudia R. Rheina Amalina Iskandar Rama Chandra Jaya Ramadhan, Rio Ari Ramadhan, Rizal Muhammad Riadi Akbar, Ridho Rimayani, Rimayani Rissa Febrianti Riyandi Nur Sumawidjaja Rizal Syarief Romadhona, Fitria Rosalia, Salma Eka Sahati, Antonius Salsabila, Farha Sayyidinaa Zahra Ridha Pramitha Sena, Muhamad Adryan Arya Septiani, Tia Setiawan, Naufal Alip Putra Siregar, Nurul Fathin Siti Jahroh Siti Susanti Sofiati, Nunung Ayu Sofiaty, Nunung Ayu Suci Fauziah Lestari Sudaryo , Yoyo Sujatmika, Dendi Sumawidjaya, Riyandi Nur Suryatna, Tri Syam Gunawan Syamsul Bachri Taufik Romadon Tjipto Sajekti Valecia, Callista Ratu Wais Alqorni, Muhammad Zaki Wijaya, Dina Yulia Yanda Ihza Rizky Yoyo Sudaryo