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.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.