Nugraha, Dhani Arta (2025) Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Ades Di Surabaya. Undergraduate thesis, UPN Veteran JawaTimur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
COVER.pdf Download (1MB) |
|
Text (Bab 1)
BAB I.pdf Download (308kB) |
|
Text (Bab 2)
BAB II.pdf Restricted to Repository staff only until 4 December 2028. Download (391kB) |
|
Text (Bab 3)
BAB III.pdf Restricted to Repository staff only until 4 December 2028. Download (390kB) |
|
Text (Bab 4)
BAB IV.pdf Restricted to Repository staff only until 4 December 2028. Download (400kB) |
|
Text (Bab 5)
BAB V.pdf Download (260kB) |
|
Text (Daftar Pustaka)
DAFTAR PUSTAKA.pdf Download (265kB) |
|
Text (Lampiran)
LAMPIRAN.pdf Restricted to Repository staff only until 4 December 2028. Download (306kB) |
Abstract
The growing public concern for environmental issues has driven changes in consumer behavior when selecting bottled drinking water (AMDK) products. This condition requires companies to implement marketing strategies that are not only competitive but also sustainability-oriented. Ades, as one of the AMDK brands, faces this dynamic amid the high volume of plastic waste production and increasing consumer demand for environmentally friendly products. These shifts in consumer preferences provide an opportunity for Ades to strengthen its market position through green marketing strategies; however, the fluctuating brand image indicates the need to evaluate the factors that truly influence purchasing decisions. In this context, this study aims to determine the influence of Green Marketing and Brand Image on Purchase Decisions for Ades products in Surabaya. The research employs a quantitative approach using questionnaires distributed to respondents who are aware that Ades is an environmentally friendly product and have previously seen its promotional content. A total of 100 respondents participated in the study, and the data were analyzed using the Partial Least Square (PLS) method. The green marketing variable was measured based on indicators of environmentally friendly products, price, distribution, and promotion, while brand image was assessed through consumer perceptions of Ades’ image and reputation. The results indicate that Green Marketing has a positive and significant effect on consumers’ Purchase Decisions for Ades in Surabaya. Ades’ environmentally friendly strategies are perceived as adding value, encouraging consumers to choose the product. Conversely, Brand Image shows a positive but insignificant effect, suggesting that brand perception is not a primary factor in purchasing decisions, as consumers tend to prioritize product functional aspects. These findings highlight the importance of strengthening green marketing strategies as a key element in influencing consumer purchase decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | DHANI ARTA NUGRAHA | ||||||||
| Date Deposited: | 04 Dec 2025 04:48 | ||||||||
| Last Modified: | 04 Dec 2025 04:48 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47786 |
Actions (login required)
 |
View Item |