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All Journal UNEJ e-Proceeding Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Jurnal MEBIS (Manajemen dan Bisnis) Journal of Economics, Business, and Government Challenges Jurnal Masyarakat Indonesia Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Reiga Ritomiea Ariescy
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Green Marketing, Brand Image dan Kualitas Produk: Faktor Kunci dalam Keputusan Pembelian The Body Shop di Surabaya Galuh Kinanti; Supriyono; Reiga Ritomiea Ariescy
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 10 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i10.3908

Abstract

In the current era of globalization, global warming is one of the most frequently discussed environmental pollution problems. One of the main problems facing the world today is global warming. The influence of green marketing helps reduce the impact of global marketing, with the presence of green marketing indicating a change in people's behavior in consuming and using certain goods or services. One company that has implemented the green marketing concept with the aim of reducing the negative impact of plastic waste is The Body Shop. This research aims to evaluate the influence of Green Marketing, Brand Image, and Product Quality on Purchasing Decisions for The Body Shop in Surabaya. Data was collected through questionnaires distributed online using Google Forms to respondents. A total of 108 respondents from The Body Shop consumers in Surabaya participated in this research. The analysis technique used is a component-based SEM method with the smartPLS application. The research results show that Green Marketing has no influence on Purchasing Decisions, while Brand Image and Product Quality have a positive and significant influence on Purchasing Decisions for The Body Shop in Surabaya.
Co-Authors Amriel, Egan Evanzha Yudha Choiri, Aditya Rafiqul Galuh Kinanti Nur Fitriah Ramadhana Reivica Anindita Retno Nurul Solichah Reza Amalia Melindasari Siti Husnul Hotimah SUPRIYONO