The Influence of Brand Equity and Green Marketing on Consumer's Decision to Purchase Honda Beat Series in Surabaya

Syaifurrizal Wijaya Putra ()
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Syaifurrizal Wijaya Putra: University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia Author-2-Name: Tatang Ary Gumanti Author-2-Workplace-Name: University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia

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Abstract: Objective � Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a costumer's purchasing decision (Kotler and Armstrong, 2007). This study aims to test the relationship between brand equity, green marketing, and the decision to purchase certain goods. Methodology/Technique � The study uses a sample of 120 respondents, all of whom are purchasers of a Honda Beat Series vehicle, and who live in Surabaya. The data is analyzed using multiple linear regression. Findings � The study examines the purchase of the Honda Beat Series motorcycle in Surabaya City, in the East Java Province, Indonesia. East Java is regarded as a province with the highest selling rate; in 2014, the province recorded a market share of 17.1%. This study found that brand equity and green marketing both have a significant positive effect on a consumer's decision to purchase. Novelty � This study assesses the efficacy of Honda's green marketing strategy, through the use of the PGM-Fi system, which is considered to set them apart from its competitors.

Keywords: Brand Equity; Green Marketing; Marketing; Decision to Purchase; Regression Analysis (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 6
Date: 2017-12-16
New Economics Papers: this item is included in nep-ipr, nep-mkt and nep-sea
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Published in Journal of Management and Marketing Review, Volume 2, Issue 4

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