Pengaruh Green Marketing Terhadap Citra Merek Dan Keputusan Pembelian (Survei Pada Pengguna Produk Ramah Lingkungan Lampu Philips Led Di Perum Kepanjen Permai 1, Rw 4, Desa Talangagung, Kec. Kepanjen, Malang, Jawa Timur)

Sukma Istantia • Srikandi Kumadji • Kadarisman Hidayat
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • March 2016 Indonesia

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(Bahasa Indonesia, 9 pages)

Abstract

This research aims to examine the Influence of green marketing on brand image and structure of purchase decision environmentally friendly product Philips LED lighting. Data obtained by spreading questionnaires to respondens who are the consumers Philips LED Lighting product in citizens housing Kepanjen Permai 1, RW 4, Talangagung Village, Kepanjen Districts, Malang, East Java. Number of samples use 102 respondents using non probability sampling techniques with used purposive sampling. Data analysis uses descriptive analysis and path analysis. The research proves that green marketing has influence significantly on brand image, green marketing has influence significantly on purchase decision and brand image has influence on purchase decision. This research recommended that Philips Company could provide new innovations to Philips LED lighting to be more affordable without compromising quality, and green marketing improve application not only on product and price but also place and promotion.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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