Articlehybrid2023

PENGARUH GREEN PRODUCT INNOVATION DAN GREEN MARKETING TERHADAP BRAND IMAGE DALAM PURCHASE DECISION PRODUK AVOSKIN PADA KONSUMEN DI SURABAYA

Theresia Andrea Nauvalin Rinaldi Putri · Tuty Lindawati · Yuliasti Ika Handayani

5 citations0/0 files storedJurnal Ilmiah Mahasiswa Manajemen JUMMA

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

The increased interest in using skincare has resulted in an increase in consumer skincare waste that is consumable and cannot be recycled as a whole. Therefore, this study aims to analyze and test the effect of green product innovation and green marketing on brand image in the purchase decision of Avoskin products for consumers in Surabaya. Data collection was for 160 respondents located in Surabaya, the data collection tool used in this study was distributing questionnaires via Google Form using the Non-Probability Sampling method with the Purposive Sampling technique. Analysis techniques and hypothesis testing using SEM with the SmartPLS3 program. The results of this study indicate that green product innovation has a positive and significant effect on brand image but does not have a significant effect on purchase decision. In addition, green marketing has a positive and significant effect on brand image and purchase decision.

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1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2019Green process innovation, green product innovation, and corporate financial performance: A content analysis method 2015Prinsip Prinsip Pemasaran 2021Green process innovation, green product innovation and its economic performance improvement paths: A survey and structural model 2015Factors affecting consumers’ green product purchase decisions 2020Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective 2021Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian

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