Proceedings of the 16th International Symposium on Management (INSYMA 2019)

The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product

Authors
Hayuning Purnama
Corresponding Author
Hayuning Purnama
Available Online March 2019.
DOI
10.2991/insyma-19.2019.34How to use a DOI?
Keywords
green packaging, green advertising, brand image, purchase decision
Abstract

The research aims to determine the direct and indirect effects of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. This research is explanatory research using a sample of 100 Teh Kotak consumers in Surabaya. The analysis technique used was path analysis. The results show that green packaging and green advertising, directly and indirectly, affect brand image and purchase decision of Teh Kotak product in Surabaya, and brand image had an effect on purchase decision of Teh Kotak product.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 16th International Symposium on Management (INSYMA 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
March 2019
ISBN
978-94-6252-694-5
ISSN
2352-5398
DOI
10.2991/insyma-19.2019.34How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Hayuning Purnama
PY  - 2019/03
DA  - 2019/03
TI  - The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 132
EP  - 135
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.34
DO  - 10.2991/insyma-19.2019.34
ID  - Purnama2019/03
ER  -