Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)
Putri Najla Afifah Adianto
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Green Marketing dan CSR Terhadap Purchase Decision dengan Brand Image sebagai Intervening Putri Najla Afifah Adianto
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 4 No 2 (2024): Edisi Mei 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jamek.v4i2.252

Abstract

This research aims to analyze the influence of green marketing and corporate social responsibility on purchase decisions with brand image as an intervening variable. This research was conducted by conducting a survey of Generation Z consumers of Sosro bottled tea in Yogyakarta. The sampling technique in this research is purposive sampling. This research uses a quantitative approach and the data source is obtained from a questionnaire of 100 respondents. The analysis tool used is Partial Least Square (PLS) with SmartPLS 4.1.0.0 Software. This research shows that green marketing and corporate social responsibility have a positive and significant effect on brand image. Green marketing has a positive and significant effect on purchase decisions. Corporate social responsibility has a positive but not significant effect on purchase decisions. Green marketing and corporate social responsibility have a positive and significant effect on purchase decisions through brand image.
Co-Authors