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Journal : Ultima Management : Jurnal Ilmu Manajemen

 1 
ANALYZING THE IMPACT OF GREEN PACKAGING, GREEN PRODUCTS, AND GREEN ADVERTISING ON BRAND LOVE: THE CASE STUDY OF AQUA LIFE Christanto, Budi; Melisa, Melisa; Cu, Michael Vikend
Ultima Management : Jurnal Ilmu Manajemen Vol 15 No 1 (2023): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v15i1.3243

Abstract

Abstract - Global warming that has occurred lately is still an issue that is often heard by the public. Company's awareness of the importance of social responsibility and attention to the environment has become an important topic to be studied. The gap between high consumer awareness and the popularity of green products towards actual purchasing interest and behavior becomes an interesting research topic. Many previous studies have identified the reasons for this phenomenon due to the lack of comfort, lack of knowledge, lack of trust, and various risk perceptions. Therefore, the aim for this research is to understand and uncover the relationship between Green Marketing (Green Product, Green Packaging, and Green Advertising) with Brand Love by using Aqua Life product as the object of this research. Data collection used in this research is questionnaire as primary data, and the internet and journal articles related to the research title for additional data and references. The population used in this study is consumers who have purchased AQUA Life products in DKI Jakarta, Bogor, Tangerang, and Bekasi. The sample size is 176 where all of the samples are consumers of Aqua Life. In conclusion, out of the three independent variables (Green Product, Green Advertisement, Green Packaging), Green Advertisement and Green Packaging proved to have significant relationship with Brand Love and Green Product has no significant relationship on Brand Love. Furthermore, it is known from his research that Green Advertisement has a greater influence on Brand Love compared to Green Packaging. This study provides new insights from previous research that showed that green marketing and green packaging can increase brand love, but not all green marketing strategies are equally effective, and the findings help marketers and business enterprises to better understand customer behavior towards Green Products attitude and to create better marketing strategy. Keywords: Brand Love; Green Advertising; Green Packaging; Green Products; Sustainable Marketing
ANALYZING THE IMPACT OF GREEN PACKAGING, GREEN PRODUCTS, AND GREEN ADVERTISING ON BRAND LOVE: THE CASE STUDY OF AQUA LIFE Christanto, Budi; Melisa, Melisa; Cu, Michael Vikend
ULTIMA Management Vol 15 No 1 (2023): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v15i1.3243

Abstract

Abstract - Global warming that has occurred lately is still an issue that is often heard by the public. Company's awareness of the importance of social responsibility and attention to the environment has become an important topic to be studied. The gap between high consumer awareness and the popularity of green products towards actual purchasing interest and behavior becomes an interesting research topic. Many previous studies have identified the reasons for this phenomenon due to the lack of comfort, lack of knowledge, lack of trust, and various risk perceptions. Therefore, the aim for this research is to understand and uncover the relationship between Green Marketing (Green Product, Green Packaging, and Green Advertising) with Brand Love by using Aqua Life product as the object of this research. Data collection used in this research is questionnaire as primary data, and the internet and journal articles related to the research title for additional data and references. The population used in this study is consumers who have purchased AQUA Life products in DKI Jakarta, Bogor, Tangerang, and Bekasi. The sample size is 176 where all of the samples are consumers of Aqua Life. In conclusion, out of the three independent variables (Green Product, Green Advertisement, Green Packaging), Green Advertisement and Green Packaging proved to have significant relationship with Brand Love and Green Product has no significant relationship on Brand Love. Furthermore, it is known from his research that Green Advertisement has a greater influence on Brand Love compared to Green Packaging. This study provides new insights from previous research that showed that green marketing and green packaging can increase brand love, but not all green marketing strategies are equally effective, and the findings help marketers and business enterprises to better understand customer behavior towards Green Products attitude and to create better marketing strategy. Keywords: Brand Love; Green Advertising; Green Packaging; Green Products; Sustainable Marketing
Co-Authors . NURFAIDA Abdullah, Budi Abid, Abid Adelia, Febri Nanda Adnas, Diny Anggriani Afma, Yumi Saputri Afriza, Ayu Agus Suprijono Agusdianita, Neza Agusti, Ersa Agustiani, Sirli Ainil Mardiyah Alfi Yunita AlHafiz, Habib Ali Iskandar Zulkarnain, Ali Iskandar Alif Aditya Candra, Alif Aditya Amelia, Nanda AMINUDDIN KASDI Amrainum, Desri Anandita Eka Setiadi ANASTASYA SHINTA YULIANA Anderson, Irzal Andi Asrafiani Arafah Andriani, Annisa Anggraini, Rima Berti Anita Anita Apriliana Ayu Putri Aprilianto, Fadli Ar-ramdhani, Adinda Aulia Arie Pratania Putri Armiati Ashidiqie, Moch. Hasbie Asihin, David Hartono Asihin Asmar, Ali Athaliav, Tania Ayu, Ayu Az Zahra S., Alya Azwar, Welhendri Bambang Kurniadi, Bambang Bismillah, Alfi Bistari Budi Yusdario Chairunnisa Chairunnisa Christanto, Budi Citra Ayu, Citra Cu, Michael Vikend Dalimunthe, Halimatus Sa'diyah Darmawan Darmawan Darwis, Muh Delsi K Delsi K Deni Suryani Deni Suryani Desfina Aisyiah Desmi, Refi Desmita Alfira Dewi Febriani Dewi Yuliana Fitri Dina Dina, Dina Dwi Anggraini Elliska Murni Harfinda Ermayeni, Siska Fahmi Aulia Zikra Fajri, Ahmad Nur Fajriyansyah, Fajriyansyah Farid Muhamad Fauzan Aidhil, Muhammad Felix*, Antonius Fitra Yarni Fitri Suryani Fitriyanti, Maya Gay, Munawi Gondo, Alvin Agustinus Gusnita Gusnita Gusnita Gustia Warman Hafizah Delyana, Hafizah Hamdunah Hasibuan, Rabitah Hanum Hasnawati Hasnawati Haviza, Nur Hendra, Joni Hengki Oktari Saputra Heri Usmanto Herninda, Desty Herri Christian Palit, Herri Christian Hesti Asriwandari Hidayatullah Hidayatullah HURIYATUL AKMAL Husain, Aghnaita Ibrar, Syamsul Iko imelda arisa, Iko imelda Iksam, Iksam Isgunandar, Isgunandar Isnaini Isnaini Iwan Hasri, Iwan Jamaludin . Jannus Marpaung Juwita, Marina Karmila Karmila Khairunnisa Khairunnisa kristanto, celine Kusuma, Adhi Lauchan, Agil maritho Lubis, Syahrani Lucky Heriyanti Jufri, Lucky Heriyanti Lukman Hakim Manaf, Ishak Abdul Manalu, Camelia Mardiyah Mardiyah MARIA BINTANG Marissa, Dini Meta Anggraini Michael Sitorus, Michael Miftahul Rizka Mochtar Marhum Muhammad Fadhli Muhammad Hadinata, Muhammad Muhammad Ichsan Muhdar, Aswad Mukhni Mukhni Mulia Suryani Muliono, Muliono Mulyani, Rizka Dwi Mupadiah, Ana Nanda, Meutia Nasyatul A, Restu Neilcy Tjahja Mooniarsih Ng, Yuliandre Wijaya Ng Nida Sri Utami Nilsya, Nilsya ningsih, bofi febria Nova Priyanti Novia, Merry Nugraha, Riyandi Fatur Nurhalimah Nurhalimah Nurhizrah Gistituati Nurmala Dewi, Nurmala Nurmala Nurmala Okky Rayhana Oktalia, Delvia Oktavirani, Nur Fira padmarsari, Widadi Paramitha, Audra Parida, Parida Paridah, Indah Patricia, Angel Pepriyanti, Ratih Permatasari, Yuli Pertiwi, Rara Diah Purnama, Shilmy purnomo, arie Purwaningrum, Ajeng Handayani Purwanto, Andri Puspidayani, Dian Qawi, Ichwan Qurbaniah, Mahwar Radhya Yusri, Radhya Rahma Lisa Herman Rahma, Puji Aulia Rahmawati, Rahmawati Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Rahmi Ramadan, Zaka Hadikusuma Ramadoni, Ramadoni Refi Desmi Reska, Tio Fadila Rika Saswita Rina Febriana Ritonga, Indah Rahayu Rizal, Musthofa Rizqi, Fiqri Rosita Putri Rahmi Rusdinal Rusdinal Rustiyarso, Rustiyarso S, Noprina Brielitha Safitri, Mardiana Sagala, Rahmadani Sakinah Sakinah Salam, M. Santiani Santiani Saputra, Billy Yanis Sari, Nur Mala Sari, Putri Krisma Sari, Rizka Nanda Sari, Trisna Eka Sari, Windi Riana Sefna Rismen Septia Vramita Fahmi Seri Wahyuni Serliana, Serliana Shinta Meylia Rahman Sidarta, Eric Silalahi, Mastiur Verawaty Silviyanti, Tgk Maya Siti Nurjanah Siti Nurjannah Siti Patimah Siti Syarifah Rahmadhani Siti Tiara Maulia, Siti Tiara Sitompul, Muhammad Rizky Ramadhan Sri Mulyati Suardiman, Farida sukriadi sukriadi Suriyani Suriyani, Suriyani Surmiasih Surmiasih, Surmiasih Swis Tantoro Sya'Roni Syafrizal Syafrizal Syahputri, Tryani Syaiful Zuhri Harahap Syamaun, Arifin Syarifah Syarifah, Syarifah Tajuddin, Syariat tanjung, rona Tarigan, Jaka Sutra Thomy Sastra Atmaja Tiara Maulia, Siti Tibrani Tibrani, Tibrani Tinjung Desy Nursanti Tri Wahyuningsih Trisna Eka Sari Ummah, Khuntum Khaira Utami, Sundari Venita, Erin Villia Anggraini Vuve Ona Rahma Suci Wahyudin Wahyudin Wahyuni, Chindi Wahyuni, Seri Wanda Tarli Ella Warna, Eka Welly Apria Wijaya, Darmawan Wijaya Wijaya, Felix Jonathan Wijaya, Kesumawaty Wijaya Wira Anjelina Yaprianti, Maria Yerizon Yerizon Yulia Haryono Yulia Hendri Yeni Yulia Khairina Ashar Yulna Haryono Yulyanti Harisman Yusnia, Yusnia Yusrina, Tania Yuyun, Sri zakiah, Nina Zulfaneti Zulfaneti Zulfikar Hasan Zulfitri Aima