PENGARUH GREEN MARKETING STRATEGY, GREEN BRAND IMAGE, DAN ENVIRONMENTAL AWARENESS TERHADAP PURCHASE DECISION PRODUK TEH BOTOL
DOI:
https://doi.org/10.66755/belacoss.v2i1.167Keywords:
Green Marketing Strategy, Green Brand Image, Environmental Awareness, Purchase DecisionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Green Marketing Strategy, Green Brand Image, dan Environmental Awareness Terhadap Purchase Decision Pada Produk Teh Botol Sosro. Populasi dalam penelitian ini adalah masyarakat yang membeli produk Teh Botol Sosro dan berdomisili di JABODETABEK. Sampel yang digunakan dalam penelitian ini sebanyak 150 responden dengan menggunakan rumus Hair et al.,. Teknik pengumpulan sampel dalam penelitian ini menggunakan non-probability sampling dengan metode yang digunakan yaitu purposive sampling. Dan menggunakan metode pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini menggunakan penyebaran kuesioner berupa google form dengan sumber data primer. Metode analisis data yang digunakan adalah Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Pengaruh Environmental Awareness, Green Brand Image, dan Green Marketing Strategy terhadap Purchase Decision memiliki pengaruh positif dan signifikan
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