The effect of Green Marketing, Brand Image, Advertising and Price on Purchasing Decisions

Muhammad Ramadhan; Zainal Zawir Simon; Nazma Riska Zhafiraah

doi:10.58777/mbs.v1i2.225

Authors

Muhammad Ramadhan Faculty of Economics and Business, YARSI University, Jakarta
Zainal Zawir Simon Faculty of Economics and Business, YARSI University, Jakarta
Nazma Riska Zhafiraah Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mbs.v1i2.225

Keywords:

Green Marketing, Brand Image, Advertising, Price and Purchasing Decisions

Abstract

This research aims to determine whether or not green marketing, brand image, advertising, and price influence purchasing decisions for AQUALife products. The population of this research is consumers of AQUALife products in the Central Jakarta area. The sample for this research method used a questionnaire via Gform for a month with a total of 120 respondents. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis, t-test (partial), and f-test (simultaneous). The research results show that: (1) Green marketing has no significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Advertising has a positive and significant effect on purchasing decisions. (4) Price has a positive and significant effect on purchasing decisions. Managerial implications: Managers need to ensure products and production processes comply with environmentally friendly principles, managers need to ensure consistent brand image across all marketing channels, managers need to develop competitive pricing strategies, managers need to understand competitors' prices and their price position in the market to maintain competitiveness.

References

Abdullah, T., & Tantri, F. (2019). Marketing Management. Depok: Rajawali Press

Abidin, RS (2023). The Influence of Product Quality, Brand Image, and Price on Purchase Decision of Cimory Yogurt Drink: A Case in the Special Region of Yogyakarta. Journal of Management and Business Environment (JMBE), 4(2), 150–161. https://doi.org/10.24167/jmbe.v4i2.5012

Amilia, S. (2017). The influence of brand image, price, and product quality on purchasing decisions for Xiaomi brand cellphones in Langsa City. Unsam Journal of Management and Finance. 6(1)

Amilia.S. (2017). Customer trust in brand image (Thirteenth Edition, Volume 1). Jakarta: Erlangga

Assidiki, Z., & Budiman, A. N. (2023). The Influence of Price, Promotion, Product Quality, and Consumer Satisfaction on Purchasing Decisions of HAUS! Research of Business and Management, 1(1), 21–31. https://doi.org/10.58777/rbm.v1i1.20

Aqsony, YB, Soebandhi, S., & Wulandari, A. (2020). The Effect of Green Marketing, Brand Image, and Store Atmosphere on Purchasing Decisions in Arei Adventure Store Surabaya 3. Quantitative Economics and Management Studies, 1(3), 194–203.

Cahyono, E. (2018). The Influence of Brand Image, Price, and Promotion on the Decision to Purchase OPPO Brand Cell Phones in Sleman, Special Region of Yogyakarta. Journal of Business, Management and Accounting. V(1), 61-75. https://doi.org/10.30606/hierarchy.v1i1.80

Duriantor., DarmadiI, Sugiartor., Sitinjakr., Tonye. (2017). Strategy to Conquer the Market Through Equity Research and Brand Behavior. Gramedia Pustaka Utama. Jakarta.

Farhat, L., & Marnas. (2022). Analysis of the Influence of Promotional Attraction, Price Perception, and Brand Image on Property Purchase Decisions (Case Study at Citra Raya City Jambi Housing). Economics: Journal of Economics and Business, 6(1), 364–371. https://doi.org/10.33087/economics.v6i1.524

Genoveva, G., & Samukti, D. R. (2020). Green marketing: Strengthen the Brand Image and Increase The Consumer's Purchase Decision. Management Scientific Journal, 10(3), 1. https://doi.org/10.22441/mix.2020.v10i3.004

Handayani, R. (2020). Social Research Methodology. Yogyakarta: Trussmedia Graphics.

Herniyati, & Muslikh. (2024). Enhancing Sales Turnover: Leveraging Product Quality and Pricing with Customer Satisfaction as the Mediator. Research of Business and Management, 2(1), 53–66. https://doi.org/10.58777/rbm.v2i1.200

Hidayati, R., & Muslikh, M. (2023). Improve Marketing Performance through Marketing Relationships and Sustainable Competitive Advantage. Research of Business and Management, 1(2), 67–76. https://doi.org/10.58777/rbm.v1i2.52

Izzani, T. (2021). The Influence of Green Marketing and Lifestyle on Purchasing Decisions on Love Beauty Planet Products (Case Study at Giant Pasar Minggu). Journal of Innovative Management Students, 1(2), 150–157

Komara, E., & Fathurahman, F. (2024). Factors that Affect the Level of Customer Satisfaction and Repurchase Intention on Tokopedia. Research of Business and Management, 2(1), 1–14. https://doi.org/10.58777/rbm.v2i1.168

Kongprapunt T, Pupat N. (2018). Factors influencing Generation Y's online purchase intention toward XYZ online store in Thailand. AU-GSB E-Journal. 11(2): 94-106.

Kotler Phillip, Kevin Lance Keller. (2018). Marketing Management 14th edition Jakarta: PT. Gramedia Group Index.

Lailatan Nugroho, BI (2017). Analysis of the Influence of Brand Image, Price, and Product Quality on Car Purchasing Decisions (Case Study of LCGC Cars in Surakarta). Exist: Journal of Economic and Business Research, 12 (1), 1-8. https://doi.org/10.26533/eksis.v12il.75

Laras, G. M & Firmanyah, E. (2019). Brand Image and Consumer Purchasing Decisions: The Case of Instant Noodle Products. JWM (Journal of Management Insights), 6(2), 131. https://doi.org/10.20527/jwm.v6i2.148

Limbong, E.G. (2021a). Advertising Elements in Conveying Communication Messages in XL Advertising Entitled Messages for Raka. Gandiwa Journal of Communication, 1(1), 12–23. https://doi.org/10.30998/g.v1i1.694

Mahendra, DF, & Nugraha, AKNA (2021). Green Marketing and CSR on Purchasing Decisions with Consumer Knowledge as a Moderating Variable. Journal of Research and Development in Science and Humanities, 5(1), 28–38. https://doi.org/10.23887/jppsh.v5i1.33141

Malau, H. (2017). Marketing Management Era: Marketing Theory and Applications. Traditional to the Era of Global Modernization. Bandung: CV. Alphabet.

Marlius, Doni., Jovanka, Nadilla. (2023). The Influence of Price and Promotion on YOU Consumer Purchasing Decisions at Hasanah Mart Air Haji. Economina Journal 2(2). https://doi.org/10.55681/economina.v2i2.326

Muktaf, Zein Muffarih. (2015). Advertising: A Practical Approach. Yogyakarta: Litera Vera Books, Nawiroh. Semiotics in Communication Research. Bogor: Ghalia Indonesia Publishers

Nangoy, CL, & Tumbuan, WJFA (2018). The effect of advertising and sales promotion on consumer purchasing decisions of Indovision TV Cable Provider. EMBA Journal: Journal of Economics, Management, Business and Accounting Research 6(3)

Ningsih, R., & Kurdi, M. (2023). Do Service Quality, Price, and Location affect on Customer Satisfaction in Kampoeng SPA, Sumenep? Research of Business and Management, 1(2), 77–83. https://doi.org/10.58777/rbm.v1i2.57

Nusraningrum, Dewi. Santoso, Sugeng. Gunawijaya, Jajang. Gading, Delita Kusuma. (2021). Green Operations Management with Green Business and Green Marketing Perspective. Psychology and Education Journal, 58(2), 4526-4535

Maghfur, R. fata, Santosa, P. W., & Zhafiraah, N. R. (2023). The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening. Marketing and Business Strategy, 1(1), 1–12. https://doi.org/10.58777/mbs.v1i1.153

Pratama, AN, & Hayuningtias, KA (2022). The Influence of Advertising, Brand Image, and Product Quality on Purchasing Decisions for Honda Scoopy Motorcycles. Mirai Management Journal, 7(1), 425–436. https://doi.org/10.31253/ni.v1i2.1561

Rahayu, LMP, Yusri A, & Mawardi, M., K. (2017). The Influence of Green Marketing on Consumer Purchasing Decisions (Survey of The Body Shop Consumers in Indonesia and Malaysia), Journal of Business Administration, 43 (1)

Rianty, M., Tresnati, R., & Mahani, SAE (2022). The Influence of Product Mix and Price on Purchasing Decisions. Bandung Conference Series: Business and Management, 2(2), 1104–1109. https://doi.org/10.29313/bcsbm.v2i2.3640

Santosa, P. W., & Hidayat, A. (2014). Riset Terapan: Teori dan Aplikasi (First Edit). Globalstat Solusi Utama.

Sarah and Sutar. (2020). Responsibility for Brand Image. Economic Journal 10: 33–47. https://doi.org/10.37932/jev10i1.30

Savitri, IAPD, & Wardana, IM (2018). The Influence of Brand Image, Product Quality and Price Perception on Satisfaction and Repurchase Intention. Udayana University Management E-Journal, 7(10), 5748. https://Doi.Org/10.24843/Ejmunud.2018.V07.I10.P19

Shalihah, Hanief Hajar, and Rd Nurafni Rubiyant. (2022). Analysis of the Effect of Green Marketing on Garnier Product Purchase Intention Through B Rand Image as an Intervening Variable Study on Consumers on the Island of Java. Analysis of the Effect of Green Marketing Garnier Product Purchase Intention Through Brand Ima. e-Proceeding of Management 9(5): 3341–47.

Sinaga, LR, & Pramanda, NI (2018). Analysis of the Influence of Brand Name, Service Quality, and Promotion on Consumer Purchasing Decisions at Miniso Tunjungan Plaza Surabaya. Journal of Theoretical and Applied Management│Journal of Theory and Applied Management, 11(1), 51. https://doi.org/10.20473/jmtt.v11i1.8530

Subagyo, and Ananda Nasyatul. (2020). The Influence of Store Atmosphere, Brand Ambassadors, and Green Marketing on Innisfree Central Park Mall Consumer Buying Interest. Journal of Management 5(1): 42–58. https://doi.org/10.54964/manajemen.v5i1.149

Sugiyono, D. (2018). Quantitative, qualitative, and R & D/Sugiyono research methods. Bandung: Alfabeta, 15(2010).

Tirtamahya, DN (2017). The Influence of Purchasing Decisions as an Implication of Product Differentiation and Brand Image of the Honda CBI50R (Survey at PT. Arimbi Amartapura Bandung). Jurisma: Journal of Business and Management Research, 7(1). https://doi.org/10.34010/jurisma.v7i1.471

Tjiptono, F. (2015). Brand Management & Strategy. Andi Offset.

Vera, Nawiroh. (2014). Semiotics in Communication Research. Bogor: Ghalia Indonesia Publishers

Yaqin, MA, Jatmiko, U., & Syahputra, E. (2022). The Influence of Price Discounts and Product Completeness on Consumer Purchase Interest at Hikmah Mart Wates Kediri. Journal of Economics and Management, 2(4), 272–281. https://doi.org/10.55606/optimal.v2i4.749

Yue, B., Sheng, G., She, S., & Xu, J. (2020). Impact of consumer environmental responsibility on green consumption behavior in China: The role of environmental concern and price sensitivity. Sustainability (Switzerland), 12(5), 1–16. https://doi.org/10.3390/su12052074

Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 1–25.https://doi.org/10.3390/ijerph17186607