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All Journal Jurnal Manajemen dan Ekonomi Kreatif Manajemen Kreatif Jurnal Jurnal Riset Manajemen Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Journal Economic Excellence Ibnu Sina Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Manajemen Bisnis Era Digital Pedagogic Research - Applied Literacy Journal Jurnal Strategi Bisnis Teknologi Jurnal Manajemen Kewirausahaan dan Teknologi Global Leadership Organizational Research in Management Tamilis Synex: Multidimensional Collaboration
Anis Fitriyasari
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah

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Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Produk Garnier pada Mahasiswa STIE IBMT Surabaya Suliyanfi Garnis Diah Pitaloka; Iswati Iswati; Anis Fitriyasari; Suyono Suyono
Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah Vol. 2 No. 3 (2024): September : Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/nuansa.v2i3.1244

Abstract

The purpose of this study is to determine the effect of green marketing and brand image on consumer decisions to buy Garnier products. This study uses a quantitative research approach, and data collection is done through a questionnaire that is given a Likert score of 1-4. This research involved students or female students of STIE IBMT. The sampling technique used is purposive sampling, or nonprobability. This study used 94 respondents. In this study, primary data was used, and the data analysis method used was multiple linear regression analysis. This was done with the help of statistical data analysis tools. The analysis method uses descriptive test, validity test, reliability test, multiple linear regression analysis, hypothesis testing, and classical assumption test. The results showed that there is a green marketing influence on purchasing decisions for garnier products. Then there is also the influence of brand image on purchasing decisions for garnier products, and there is also an influence between green marketing and brand image on purchasing decisions for garnier products. From this research, it is hoped that it can develop other factors or variables that can influence green marketing and brand image on product purchasing decisions with other environmentally friendly brand products.
Co-Authors Ageng Pratiwi Ananda Nurhadi Syaifulloh Aribowo, Handy Arief Widijatmoko Arief Widjadmoko Cindy Eka Ainur Putri Delmy Fergin Elmy Junti Diah Ayu Sekarnadi Emilia Pranata Eny Sulistyowati Fistia Shofil Ashfiyah Fitria Fandalisah Gina Sila Nuryana Is Fadhilah Is Fadhillah Isfadhilah Iswat Iswat Iswati Iswati Jelita Amalia Putri Jihan Fauziah Umardi Lasifau Maryamis Lukya Salmi Maryamis Mita Rusdiana Muhamad Diva Daniswara S Muhammad Fahmi Saputro Muhammad Nurtajudin Nur Jannah Oryza Putri Princess Taza Tesalonica Rispa Rispa Septiana Elma Sinta SITI AISAH Siti Aisyah Sriwigati Wulandari Alvisha Suliyanfi Garnis Diah Pitaloka Suyono Suyono Wulandari Dita Zainal Aprianto Bagus Pratama Zaiza Fun Nabila