International Journal of Applied Business and International Management
Vol 4, No 3 (2019): December 2019

The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision

Alviccenia Lailatul Mukaromah (Mahasaraswati University Denpasar)
I Gusti Ngurah Agung Eka Teja Kusuma (Mahasaraswati University Denpasar)
Ni Putu Nita Anggraini (Mahasaraswati University Denpasar)

Article Info

Publish Date
20 Dec 2019

Abstract

Customers in choosing products will choose based on what is most needed and what is most suitable for them. Purchasing decisions can be influenced by various factors including green marketing, brand awareness and price perception. The purposes of this study are analyzing the effect green marketing, brand awareness, price perceptions on purchase decisions. The sample used in this study as many as 90 respondents were determined by purposive sampling. The data analyzed using multiple linear regression The results of this study are green marketing, brand awareness, price perceptions have a positive effect on purchase decisions

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Journal Info
International Journal of Applied Business and International Management
Website

Abbrev

IJABIM

Publisher

AIBPM Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

The International Journal of Applied Business and International Management (IJABIM) is a peer-reviewed journal that provides a platform for scholars, professionals, and policymakers to share pioneering research in international business, management, and economics. Published quarterly, the journal ...