The Influence of Green Product Strategy, Green Promotion, and Brand Image on Environmental Awareness and Its Impact on Purchase Decision for Panasonic Inverter AC Products
DOI:
https://doi.org/10.70550/joseb.v1i3.12Keywords:
Green Product, Green Promotion, Brand Image, Environmental Awareness, Purchase DecisionAbstract
This research aims to analyze the influence of green product, green promotion, and brand image strategies on environmental awareness and the impact on purchase decisions. The population of this research is inverter AC users who live in Tebet District, with a total sample of 200 respondents. The data analysis method uses the Structure Equation Modeling (SEM) approach which uses SmartPLS (Partial Least Square). The research results found that green products had a positive and significant effect on environmental awareness, green promotion had a positive and significant effect on environmental awareness, and brand image had a positive and significant effect on environmental awareness. Additionally, environmental awareness had a significant impact on purchase decisions.
Downloads
References
Alawiah, W. & Utama, A.P. (2023). Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil. Kajian Branding Indonesia, 5 (1), 17-34.
Agarwal, V. (2020). Green Buying: The Impact Of Green Marketing Mix And Environmental Awareness On Green Purchase Decision. International Journal Creative Research Thoughts, 8 (11), 685-692.
Anjani, S. & Perdhana, M.S. (2021). Green Marketing Mix Effects On Consumers’ Purchase Decision: A Literature Study. Journal of Management, 10 (4), 1-8, DOI: http://ejournal- s1.undip.ac.id/index.php/dbr
Azzahra, S. N. (2023). The Influence Of Environmental Awareness, Green Product, And Green Promotion Towards Purchase Decision On Product Bio2000 Toilet Drain Formula Study Case Consumen In Surakarta. Journal of Social and Economics Research, 5 (2), 1650-1664, P-ISSN: 2715-6117.
Bathmathan, V. & Rajadurai, J. (2020). Green Marketing Mix Strategy using Modified Measurement Scales – A Performance on Gen Y Green Purchasing Decision in Malaysia. International Journal of Engineering and Advanced Technology, 9 (1), 3612- 3618, DOI: 10.35940/ijeat.A2699.109120.
Chaniago, C. & Nupus, L. (2021). Effect of Green Advertising, Green Product on Purchase Decisions with Brand Image as Intervening Variable. International Journal of Business and Economics, 4 (1), 563-576, DOI: https://journal.uniku.ac.id/index.php/jibe.
Djajadiwangsa, K.P. & Alversia, Y. (2022). Sustainable Beauty : Pengaruh Eco-Label, Product Attributes, Perceived Consumer Effectiveness (PCE) dan Environmental Awareness terhadap Green Purchase Behavior. Jurnal Bisnis dan Manajemen Indonesia, 6 (1), 121- 137, DOI: https://doi.org/10.31842/jurnalinobis.v6i1.263.
Journal of Sustainable Economic and Business (JOSEB) Volume 1 Number 1 | May 2024
p-ISSN: e-ISSN:
__________________________________________________________________________________
Dzulhijj, D. M. & Hidayat, A. (2023). The Role of Brand Image and Green Awareness on Green Purchase Intentions among IKEA Consumers in Indonesia. Jurnal Management, 2 (4), 444-458, DOI: 10.55123/mamen.v2i4.2377
Gabriella, D.A. & Sugiarto, A. (2020). Kesadaran dan Perilaku Ramah Lingkungan Mahasiswa di Kampus. Jurnal Ilmu Sosial dan Humaniora, 9 (2), 260-275, DOI: http://dx.doi.org/10.23887/jish-undiksha.v9i2.21061.
Genoveva & Samukti, D.R. (2020). Green Marketing: Strengthen The Brand Image And Increase The Consumers’ Purchase Decision. Jurnal Ilmiah Manajemen, 10 (3), 367- 384, DOI: dx.doi.org/10.22441/mix.2020.v10i3.004.
Huda, N. (2020). Pengaruh Brand Image Terhadap Keputusan Pembelian Motor Scuter Matic Yamaha Di Makassar. Jurnal Lembaga Keuangan, Ekonomi dan Bisnis Islam, 2 (1), 2656-6117. DOI: http://journal.iaimsinjai.ac.id/index.php/asy-syarikah.
Indah Lestari, N. (2020). Pengaruh Green Awareness Terhadap Keputusan Pembelian Produk Kosmetik Ramah Lingkungan Konsumen Generasi Y. Jurnal Ekonomi, 3 (1), 36-48.
Irfanitaa, M.Y., Listianab, E. & Juniwatib. (2021). Pengaruh Kesadaran Lingkungan, Pengetahuan Produk Hijau Dan Kualitas Produk Terhadap Kepercayaan Serta Dampaknya Pada Keputusan Pembelian (Studi Pada Konsumen). Journal of Management and Enterpreneurship, 9 (3), 165-176, DOI: http://dx.doi.org/10.26418/ejme.v9i3.49216.
Kinasih, I.A.D., Widagda, N.J.A., Rahyuda, I.K. & Suparna, G. (2023). The Effect of Green Marketing and Corporate Social Responsibility on Purchase Decisions Mediated by Brand Image (Study on Consumers of Avoskin Skincare Products in Denpasar City). International Journal of Business and Management Research, 8 (4), 249-260, DOI: http://dx.doi.org/10.24018/ejbmr.2023.8.4.2081
Kurniawan, S. & Tanujaya, N. (2024). The Influence of Social Media Marketing and Brand Image on Brand Loyalty and its Impact on Consumer Purchase Decision with Store Atmosphere as A Moderation Variable (Case Study of XYZ Mall). Journal Business Economic, Communication, and Social Sciences, 6 (1), 29-39, DOI: 10.21512/becossjournal.v6i1.11018.
Kotler, P. & Amstrong, G. (2018). Principles of Marketing. Seventeenth Edision. Pearson Education Limited : United Kingdom.
Kotler, P. & Keller, K.L. (2017). Manajemen Pemasaran. Edisi 13. Erlangga : Jakarta. Mukaromah, A.L., Kusuma, A.E.T. & Anggraini, N.P.N. (2020). The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision. International
Journal of Applied Business & International Management, 4 (3), 75-83.
Puspitasari, C.A., Yuliati, N.Y. & Afendi, F. (2021). Pengaruh Green Marketing, Kesadaran Lingkungan Dan Kesehatan Terhadap Keputusan Pembelian Produk Pangan Organik Melalui Sikap. Jurnal Aplikasi Manajemen dan Bisnis, 7 (3), 713-722, DOI:
http://dx.doi.org/10.17358/jabm.7.3.713.
https://journal.arepublisher.com/index.php/joseb
Journal of Sustainable Economic and Business (JOSEB) Volume 1 Number 1 | May 2024
p-ISSN: e-ISSN:
__________________________________________________________________________________
Putra, M.S.R. & Hartono, S. (2020). The Influence of Price, Brand Image, and Time Pressure against Purchase Decision and Customer Satisfaction (Case Study on Terminal 3 Departure's Passenger at Soekarno-Hatta International Airport). International Journal of Innovative Science and Research Technology, 5 (8), 1269-1275.
Prayoga, I.M.S, Adiyadnya, M.S.P. & Putra, B.N.K. (2020). Green Awareness Effect on Consumers’ Purchasing Decision. Journal of Management, 8 (3), 199-208, DOI:10.21776/ub.apmba.2020.008.03.4.
Said, S., Gani, A.A., Taufan, R.R., Syahnur, M.H. & Basalamah, J. (2020). Green Marketing Practice In Purchasing Decision Home Care Product. International Journal Of Scientific & Technology Research, 9 (6), 893-896.
Suhaily, L. & Darmoyo, S. (2020). Effect of Green Product and Green Advertising to Satisfaction and Loyalty which mediated by Purchase Decision. International Journal of Contemporary Applied Researches, 6 (1), 44-57.
Sukwanto, J. H. & Handini S. (2021). Pengaruh Brand Image Terhadap Purchase Decision Dengan Brand Love Dan Word Of Mouth Sebagai Variabel Intervening Pada Pengguna Kosmetik Di Surabaya. Jurnal Ekonomi dan Bisnis, 3 (4), 489-511.
Tjiptono, F. (2016). Manajemen Pemasaran Jasa. PT. Indeks Kelompok Gramedia: Jakarta. Utami, D. (2020). Pengaruh Green Marketing terhadap Keputusan Pembelian Produk (Studi Pada Konsumen Klinik Kecantikan X di Bogor). Jurnal Penelitian dan Aplikasi Sistem
& Teknik Industri, 16 (1), 86-95.
Ulfiah, Zainal, V.R & Hakim, A. (2023). The Effect of Green Marketing on Brand Image and
Impact on Purchasing Decision (Case Study on Student of The Faculty of Administrative Sciences, Universitas Brawijaya WHO Purchase Tupperware Products. International Journal of Digital Business Management, 4 (5), 933-944, DOI: https://doi.org/10.31933/dijdbm.v4i5.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Journal of Sustainable Economic and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
