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Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Manajemen Informatika Dan Komputer Royal
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The Impact of Eco-Friendly Packaging Innovation and Green Branding Communication on Image Green Brand KFC Asia Megamas Medan: Dampak Inovasi Kemasan Ramah Lingkungan dan Komunikasi Green Branding terhadap Citra Merek KFC Asia Megamas Medan Rahmatyadi, Chandera; Hommy Dorthy Ellyany Sinaga
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.361

Abstract

This study addresses the challenges arising by increasing environmental concerns and packaging waste in fast food outlets by examining the impact of eco-friendly packaging innovations and green brand communication on the green brand image of KFC Asia Megamas Medan. The aim was to assess the individual effects of green packaging and green brand communication on brand image as well as combined influence. A quantitative approach was used, with incidental sampling techniques to study about 100 KFC consumers, and the data were analyzed with SPSS through validity, reliability, classical assumption tests and multiple linear regression. The results revealed that both eco-friendly packaging innovation and green brand communication had a significant positive effect on green brand image and collectively explained 57.8% of the variance. The results of this study show that integrating eco-friendly packaging innovations with transparent green branding communication can strengthen consumer perception of the image of fastfood brands and direct practical sustainability strategies.
Co-Authors Adyanata Lubis Afdhal Syafnur Alvin Novaldo Anjeli Arridha Zikra Syah Bachtiar Efendi Brillian Moktar Chelsya Chitra, Latiffani Christopher, Philip Cici Santika Putri Cindy Claudie Tiofanny Daniel Valentino Lay Desma Erica Maryati M. Desma Erica Maryati Manik Dewi Anggraeni Elbi Elisius Brahmana Elisabeth Nainggolan Eska, Juna Eva Darma Yanti Felix Harry Brahmana Herman Saputra Jeperson Hutahaean Johnny Chandra Jupert Jasser G. Abellana Kenjiorlando Lesita khairuni siagian M. Yogi Riyantama Isjoni Marlo C. Novino Mohd Siddik Muhammad Ardiansyah Sembiring Mustika Fitri Larasati Sibuea Ngiw Aman Harja Nicholas Adinata Kisono Novica Irawati Nur Laila Sari Petrus Loo Pratama Perangin-angin, Muhammad Farid Rahmad Dianta Purba Rahmatyadi, Chandera Reza Arif Sya’bana Rizaldi Rizaldi, Rizaldi Rizky Dwi Prasetio Satria Agung Ariansyah Simanjuntak Tigor Rhade Jaya Purba Umairoh Veri Ydris Talenta Barus Yessica Siagian Zefana