Pengaruh Green Marketing Terhadap Citra Merek Dan Keputusan Pembelian (Studi Pada Konsumen the Body Shop Mall Olympic Garden Malang)

Mayang Pradma Putripeni

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(Bahasa Indonesia, 10 pages)

Abstract

The research aims to know that influence of green marketing on brand image and customers' purchase decision of The Body Shop in Olympic Garden Mall Malang. This research is an explanatory research. There are 119 respondents as sample of this research by using simple random sampling method. The data collection method conducted by questionnaire. The data was analyzed by using path analysis. Results showed that Product, Price, and Place have positive and significant influence on Brand Association and Structure of The Purchase Decision, Brand Association has positive and significant influence on Structure of The Purchase Decision, whereas the Promotion has a positive influence but not significance on Brand Association and Structure of The Purchase Decision.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more