Abstract
The rapid growth of the industrial has an impact on social and environmental problems, one of which is global warming. Society as a group of consumers who care about their environment and are responsible for environmental damage is called the Green Consumer. With the Green Consumer, the company is expected to be able to create marketing processes that pay more attention to the environment and have a positive impact on brand image. This study aims to determine the effect of green marketing mix partially and simultaneously on brand image on Tupperware products. The independent variables in this study consisted of green product (X 1 ), green price (X 2 ), green place (X 3 ), and green promotion (X 4 ) with the dependent variable brand image (Y). This research is a quantitative study with descriptive data analysis, using multiple linear regression to determine the significance and probability of the effect of independent variables on the dependent variable. The population in this study are consumers who use Tupperware products in Java. The sample in this study amounted to 200 respondents using purposive sampling through an online questionnaire. The results showed that the green product, green price and green place variables significantly affected the Tupperware product brand image. While the green promotion variable does not have an influence on the Tupperware product brand image. Green Price gives the biggest contribution to Brand Image, therefore, the company should be pay special attention to price factors that greatly affect Brand Image, especially for long-term environmental factors
Highlights
Price gives the biggest contribution to Brand Image, the company should be pay special attention to price factors that greatly affect Brand Image, especially for long-term environmental factors
This study aims to determine the effect of green marketing mix partially and simultaneously on brand image on Tupperware products
The results showed that the green product, green price and green place variables significantly affected the Tupperware product brand image
Summary
ABSTRAK Pertumbuhan industri yang semakin pesat membawa dampak terhadap permasalahan sosial dan lingkungan hidup, salah satunya adalah global warming. Masyarakat sebagai kelompok konsumen yang peduli terhadap lingkungannya dan bertanggungjawab terhadap kerusakan lingkungannya disebut sebagai Green Consumer. Dengan adanya Green Consumer, perusahaan diharapkan mampu menciptakan proses pemasaran yang lebih memperhatikan lingkungan dan memberikan dampak positif terhadap brand image. Penelitian ini bertujuan untuk mengetahui pengaruh green marketing mix secara parsial dan simultan terhadap brand image pada produk Tupperware. Variabel independen dalam penelitian ini terdiri dari green product (X1), green price (X2), green place (X3), dan green promotion (X4) dengan variabel dependennya yaitu brand image (Y). Penelitian ini merupakan penelitian kuantitatif dengan analisis data deskriptif, menggunakan regresi linier berganda untuk mengetahui signifikansi dan probabilitas pengaruh variabel independen terhadap variabel dependen. Populasi dalam penelitian ini adalah konsumen yang menggunakan produk Tupperware di Jawa. Hasil penelitian menunjukan bahwa variabel green product, green price dan green place secara signifikan berpengaruh terhadap brand image produk Tupperware. Kata Kunci: Green product, green price, green place, green promotion, brand image
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