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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Maulidia, Ayu Naina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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GREEN MARKETING, BRAND IMAGE DAN PENGARUHNYA PADA KEPUTUSAN PEMBELIAN Maulidia, Ayu Naina; Putri, Kartika Anggraeni Sudiono
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 3 (2023): Edisi September - Desember 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i3.3359

Abstract

The purpose of this study is to assess the impact of Green Marketing and Brand Image on Avoskin Beauty product purchasing decision in Malang City. In this study, a quantitative technique with descriptive analysis was applied. This sample of this research consisted of 140 respondents who were Avoskin Beauty customers in Malang City. The data was collected using a non-probability sampling method with a purposive sampling approach. SPSS was used to analyze the data, which included multiple linear regression analysis, partial tests, and simultaneous tests. The findings of this study suggest that Green Marketing and Brand Image have an impact on consumer purchasing decisions for Avoskin Beauty products in Malang City, either partially or concurrently.
Co-Authors Kartika Anggraeni Sudiono Putri