Ardiyanto, Aisyah Amelia Putri (2024) Pengaruh Green Marketing dan Citra Merek Terhadap Keputusan Pembelian Produk AQUA. (The Influence of Green Marketing and Brand Image on AQUA Product Purchasing Decisions). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
As many as 17,500 tons of plastic waste are thrown away every day, most of which comes from bottled drinking water packaging. Therefore, the aim of this research is to assess the extent to which bottled drinking water companies care about the environment with environmentally friendly product packaging and to evaluate the extent to which green promotions are carried out by these companies. Apart from that, this research aims to find out whether green marketing and brand image have an influence on purchasing decisions for aqua products. Data was collected through a questionnaire with 25 questions which was distributed to 100 respondents in Surabaya via social media and face to face. Data analysis was carried out using multiple linear analysis methods with the help of SPSS version 21. The research results show that there is an influence between green marketing and brand image on purchasing decisions for Aqua products individually and collectively. It is hoped that these findings will encourage bottled drinking water companies to be more concerned about the environmental impact of their products, develop innovations in environmentally friendly packaging, and promote their products as a safe choice for the environment. This is expected to improve the company's brand image and influence consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Green Marketing, Brand Image, Purchasing Decisions |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce J Political Science > JS Local government Municipal government |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152000121 Aisyah Amelia Putri Ardiyanto |
| Date Deposited: | 28 Aug 2024 03:21 |
| Last Modified: | 28 Aug 2024 03:21 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32838 |
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