PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP INDONESIA (Studi Kasus Pada Followers Account Twitter @TheBodyShopIndo)

Cruisietta Kaylana Setiawan, Sri Yanthy Yosepha

Sari


This research aims to determine the influence of Green Marketing and Brand Image to purchase
decisions of The Body Shop Indonesia product empirically, both partially and simultaneously. The
population of this research is a Twitter account follower @The Body Shop Indo who has made a product
purchase at least twice in the last year. The study used samples of 100 respondents in which a questionnaire
was implemented through direct message facilities on Twitter social media. Sampling uses non-probability
sampling method with purposive sampling method. Methods of data analysis using multiple linear regression
tests, with partial and simultaneous hypotheses test processed using SPSS program version 21.0.
The results of this research show that the two independent variables, namely green marketing and brand
image, are positive and significant both partially and simultaneously on dependent variables of the purchase
decision. In addition, in this study green marketing and brand Image explained the purchasing decision of
52.9%, the rest is 47,1% influenced by other factors. Therefore, further researchers are advised to add
another variable that affects purchasing decision.

Keywords: Green Marketing, Brand Image, Purchasing Decision, The Body Shop


Teks Lengkap:

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DOI: https://doi.org/10.35968/m-pu.v10i1.371

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