The Influence of Green Marketing and Brand Image on Repeat Purchase Decisions of Mc Donald's Consumers

Abstract

Currently, the increasing amount of waste from industrial development which originates from unsustainable public consumption waste can cause damage to the environment. With damage to the environment, this becomes a challenge and opportunity for every company to attract consumers to make repeat purchases and expand market share. The strategy that can be carried out by the company is to carry out a Green Marketing strategy. The purpose of this research is to determine the influence of Green Marketing and Brand Image on repeat purchase decisions. This research uses quantitative descriptive analysis methods and data collection techniques using questionnaires with a 1-5 Likert scale. where the population in this study are consumers who come to McDonald's Kediri Mall outlets aged 17 years and over who have made more than one purchase. The sampling technique used is a non-probability technique, namely a purposive sampling technique. The sample used in this research was 96 respondents. By using multiple linear regression analysis of data using the IBM SPSS Statistics statistical data analysis tool. The results of this research show that partially Green Marketing has a positive and insignificant influence on repeat purchase decisions and Brand Image partially has a positive and significant influence on repeat purchase decisions and simultaneously Green Marketing and Brand Image have a positive and significant influence together. the same (simultaneous) on the repeat purchase decision variable