Wafi, Muhammad Cerwin (2025) Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk AQUA Galon Di Kota Surabaya. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
This research is motivated by the phenomenon of declining sales and the Top Brand Index of AQUA gallon products in Surabaya, which coincides with increasing consumer awareness of environmental and health issues, particularly regarding the Bisphenol A (BPA) content in packaging. This condition drives the company to implement strategies that align with shifting consumer preferences. Therefore, this study aims to analyze the influence of green marketing strategies and brand image strength on the purchasing decisions of AQUA gallon products in Surabaya. This study adopts a quantitative approach with purposive sampling as the sampling technique. The sample consists of 114 respondents who are AQUA gallon consumers in Surabaya and have made purchases within the past six months. Primary data were collected through online questionnaires and analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method to test the proposed hypotheses. The results indicate that green marketing has a positive and significant effect on purchasing decisions (t-statistic 3.805 > 1.96). Similarly, brand image has also been proven to have a positive and significant effect on purchasing decisions (t-statistic 2.887 > 1.96). Together, these two independent variables are able to explain 37.0% of purchasing decisions, while the remaining percentage is influenced by other factors beyond this study. These findings reinforce that a commitment to environmentally conscious marketing and maintaining a strong brand image are essential factors that effectively influence consumer choices.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Muhammad Cerwin | ||||||||
| Date Deposited: | 10 Sep 2025 07:54 | ||||||||
| Last Modified: | 10 Sep 2025 07:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42449 |
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