Investigation of Green Marketing and Brand Image on Costumers’ Teh Kotak Purchase Decision

Citra Savitri (), Syifa Pramudita Faddila, Mumun Maemunah and Laras Ratu Khalida
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Citra Savitri: Buana Perjuangan Karawang University
Syifa Pramudita Faddila: Buana Perjuangan Karawang University
Mumun Maemunah: Buana Perjuangan Karawang University
Laras Ratu Khalida: Buana Perjuangan Karawang University

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 849-855 from Springer

Abstract: Abstract This study aims to: (1) Determine the green marketing strategies Teh Kotak Companies; (2) knowing the brand image of Teh Kotak product; (3) knowing the purchase decision on Teh Kotak product. The research was conducted using quantitative descriptive methods. Samples were taken in the study as many as 330 respondents who consumed Teh Kotak. The data collection method used a questionnaire that had been distributed to respondents. The sampling technique used was purposive sampling technique. The analytical tool used is Multiple Regression analysis. This study shows the results that Green Marketing and brand image have a significant influence toward purchase decision. In the future, Teh Kotak products can maintain and improve green marketing and brand image applied at this time, in future research can use other analysis tools techniques as well as the presence of other variables in order to distinguish the results of previous and post studies.

Keywords: Green Marketing; Brand Image; Purchase Decision (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_106

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DOI: 10.2991/978-94-6463-008-4_106

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