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All Journal Ekonomi Bisnis Journal of Management Review Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JMM (Jurnal Masyarakat Mandiri) JCES (Journal of Character Education Society) CARADDE: Jurnal Pengabdian Kepada Masyarakat QARDHUL HASAN: MEDIA PENGABDIAN KEPADA MASYARAKAT Almana : Jurnal Manajemen dan Bisnis Jurnal Komunikasi Profesional Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Bantenese Jurnal Pengabdian Masyarakat EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Jurnal Ekonomi Manajemen Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat Enrichment : Journal of Management Jurnal Pasar Modal dan Bisnis Jurnal Bakti Masyarakat Indonesia Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Pasundan International of Community Services Journal (PICS-J) Jurnal Pengabdian Masyarakat Nusantara Indonesian Journal of Social Science Research International Journal of Management Science and Information Technology (IJMSIT) JAPI: Jurnal Akses Pengabdian Indonesia Jurnal Pengabdian Masyarakat Indonesia Jurnal Pengabdian Siliwangi Social Science Research Journal
Lucky Radi Rinandiyana
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Siliwangi
Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Nursing Public Health Social Sciences Other

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Journal : JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI

 1 
The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable Deasy Lestary Kusnandar; Lucky Radi Rinandiyana
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 19 No 2 (2017)
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to explain the influence of marketing strategy on purchase decision through brand image as mediation. To test the empirical model, this study used Structural Equation Modeling (SEM) analysis tool. Other analysis tools used include AMOS 21.0, SPSS 16.0 and Microsoft Excel 2007. The number of samples in this study were 140 users of Tupperware in Tasikmalaya. The results of this study indicate that the dimensions of marketing strategy that are green product, green price, green place and green promotion have positive effect on purchase decision and brand image, and brand image mediate the influence of marketing strategy dimensions on purchase decision.
The Effect of Green Marketing on Purchase Decision with Brand Image as Mediating Variable Deasy Lestary Kusnandar; Lucky Radi Rinandiyana
Jurnal Akuntansi, Manajemen dan Ekonomi Vol 19 No 2 (2017): Januari - Juni 2017
Publisher : Faculty of Economics and Business, Jenderal Soedirman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jame.2017.19.2.971

Abstract

The purpose of this study is to explain the influence of marketing strategy on purchase decision through brand image as mediation. To test the empirical model, this study used Structural Equation Modeling (SEM) analysis tool. Other analysis tools used include AMOS 21.0, SPSS 16.0 and Microsoft Excel 2007. The number of samples in this study were 140 users of Tupperware in Tasikmalaya. The results of this study indicate that the dimensions of marketing strategy that are green product, green price, green place and green promotion have positive effect on purchase decision and brand image, and brand image mediate the influence of marketing strategy dimensions on purchase decision.
Co-Authors Agi Rosyadi Alfin Nur Fahmi Allicia Deana Santosa Amiruddin Hamzah Ane Kurniawati Apri Budianto, Apri Asep Budiman Asep Saepudin Badriatin, Tine Betty Rofatin Bintari, Vivi Deasy Lestary Kusnandar Deasy Lestary Kusnandar Deasy Lestary Kusnandar Deasy Lestary Kusnandar Dede Arif Rahmani Deni Sudrajat Dian Kurniawan dian Kurniawan Dian dan Irman, dian Kurniawan Dina Agustina Eddy Jusuf Elis Listiana Mulyani Endang Surahman Fahmi, Alfin Nur Fahmi, Annas Syams Rizal Fuzi Waliyul Mujtahidin Fuzi Waliyul Mujtahidin Gerdha Erlinda Sari Lapoliwa I Gusti Agung Komang Diafari Djuni Hartawan Indi Ramadhani JENITA JENITA jenita jenita, jenita Kartawan Kartawan Kartawan Kartawan Kurniawan Kurniawan Kurniawan, Dian Kurniawan, Dian Kurniawati, Ane Kurniawati, Ane Kusnandar, Deasy Lestary Kusnandar, Deasy Lestary Laksono Trisnantoro Lestari, Asiah Lia Puspitasari Linda Septiana Mardani, Dede Aji Masitoh, Noneng Mufreni, Alfin Nurfahmi Mulyani, Elis Listiana Munawar, Andri Helmi Nandan Limakrisna Nurfahmi M, Alfin Nurherliyani, Metty Paturochman, Iwan Ridwan Ramadhani, Indi Ramon Arthur Ferry Tumiwa Rihfenti Ernayani Rini Muflihah Rosyadi, Agi Rudi Setiawan Sabila Fitriana Saepudin, Asep Sani, Ageng Asmara Soritaon Soritaon Sri Sudiarti sri sudiarti Sri Sudiarti Subrata, Ali Sudrajat, Deni Vita Meylani Wilman San Marino Yanyan Sumaryana