PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK RICHEESE FACTORY DI KOTA MATARAM

THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON PURCHASE DECISIONS FOR RICHEESE FACTORY PRODUCTS IN MATARAM CITY

Abstract

This study aims to determine the effect of Green Marketing and Brand Image on Purchasing Decisions for Richeese Factory Products in Mataram City. The research method used in this research is quantitative method and the collection technique uses probability sampling method. Mataram City was made as a research location because in the city of Mataram itself there are two Richeese Factory outlets which are expected to facilitate the course of research. The population in this study were the people of Mataram city. The results of data analysis show that; (1) Green Marketing has a positive and significant effect on Purchasing Decisions on Richeese Factroy Products. This means that the better the Green Marketing in Richeese Factory, the Purchasing Decisions that will be made by potential customers will increase. (2) Brand Image has a positive and significant effect on Purchasing Decisions at Richeese Factory. This means that the better the Brand Image in Richeese Factory, the higher the purchasing decisions of potential customers on Richeese Factory products. Suggestions in this study Richeese Factory is expected to maintain and improve its Green Marketing and Brand Image. When Green Marketing is good, it can indirectly improve and provide a good image of the Brand Image of the Richeese Factory itself. This will also have a positive impact on the Purchasing Decisions of potential Richeese consumers. Thisresearch can also be used as fut reasing purchasing decisions for potential customers.