Pengaruh Green Marketing Terhadap Nilai Yang Dipersepsikan Dalam Keputusan Pembelian Mobil (Studi Pada Konsumen PT Astra International Tbk.–tso Malang Sutoyo)

Poppy Kampani

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(Bahasa Indonesia, 8 pages)

Abstract

The research aims to know that influence of green marketing on brand image and customers purchase decision of PT Astra International Tbk.–TSO Malang Sutoyo. This research is an explanatory research. There are 116 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 Green Marketing has direct and significantly effect on Perceived Value, Perceived Value has direct and significantly effect on Purchase Decision, Green Marketing has direct and significantly effect on Purchase Decision, and Green Marketing has significantly effect on Purchase Decision through the Perceived Value as mediator variable.

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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