Pengaruh Green Marketing, Brand Image dan Product Quality Terhadap Keputusan Pembelian Tupperware di Kota Mataram
DOI:
10.29303/alexandria.v5i2.623Published:
2024-09-30Issue:
Vol. 5 No. 2 (2024): SeptemberKeywords:
Green Marketing, Brand Image, Product Quality, Keputusan PembelianArticles
Downloads
How to Cite
Metrics
Abstract
This research is backed by environmental issues and plastic waste that can cause damage to the environment, thus requiring environmentally friendly products that can reduce the use of single-use materials with good quality and safe for long- term use. This research aims to determine the influence of Green Marketing, Brand Image, and Product Quality on the purchasing decisions of Tupperware products in Mataram City. By using a sample of 100 respondents from Mataram city, this research found that Green Marketing has a positive and significant influence on purchasing decisions. Brand image has a positive and significant influence on purchasing decisions, while Product Quality does not show a significant influence. These results indicate that Green Marketing and brand image are effective in increasing purchasing decisions, while product quality may not be effective in increasing the purchase decisions of Tupperware products in Mataram city.
References
Aditya, Julita Sari. (2022). Pengaruh Brand Image terhadap Keputusan Pembelian Konsumen. Jurnal Ekonomi, Keuangan & Bisnis Syariah 4
Agustin. (2015). Pengaruh Green Marketing terhadap minat beli serta dampaknya pada keputusan pembelian (Survei pada konsumen non-member Tupperware di kota Malang Jurnal Administrasi Bisnis, 22(2).
Asnawi, H. Nur dan Dr. H. Masyhuri.2011. Metodologi Riset Manajemen Pemasaran Malang: UIN-MALIKI PRES
Chen, Y.-J. and Wu, S.I. (2014), “Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products”, International Journal of Marketing Studies, Vol. 6, No. 5.
Dahlstrom. (2011) Green Marketing Management Mason: South-Western Cengage Learning.
Ernawati, Diah. (2019). Pengaruh kualitas produk, inovasi produk dan promosi terhadap keputusan pembelian produk Hi Jack sandals Bandung.JWM (Jurnal Wawasan Manajemen) 7 (1), 17-32.
Ferdinand, Augusty & Agustina, Asatuan. (2004), “Studi mengenai orientasi pengelolaan tenaga penjualan” Jurnal Sains Pemasaran Indonesia, Volume III, Nomor 1
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25.
https://www.topbrandaward.com/komparasi_brand/bandingkan?id_award=1&idkategori=9&id_subkategori=354
Author Biographies
Ulfa Ulyani, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.
Lalu Edy Herman Mulyono, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.
License
Copyright (c) 2024 Ulfa Ulyani, Lalu Edy Herman Mulyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
