Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Investigation of Green Marketing and Brand Image on Costumers’ Teh Kotak Purchase Decision

(Case on Management Students Buana Perjuangan Karawang University)

Authors
Citra Savitri1, *, Syifa Pramudita Faddila1, Mumun Maemunah1, Laras Ratu Khalida1
1Buana Perjuangan Karawang University, Karawang, Indonesia
*Corresponding author. Email: citra.savitri@ubpkarawang.ac.id
Corresponding Author
Citra Savitri
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_106How to use a DOI?
Keywords
Green Marketing; Brand Image; Purchase Decision
Abstract

This study aims to: (1) Determine the green marketing strategies Teh Kotak Companies; (2) knowing the brand image of Teh Kotak product; (3) knowing the purchase decision on Teh Kotak product. The research was conducted using quantitative descriptive methods. Samples were taken in the study as many as 330 respondents who consumed Teh Kotak. The data collection method used a questionnaire that had been distributed to respondents. The sampling technique used was purposive sampling technique. The analytical tool used is Multiple Regression analysis. This study shows the results that Green Marketing and brand image have a significant influence toward purchase decision. In the future, Teh Kotak products can maintain and improve green marketing and brand image applied at this time, in future research can use other analysis tools techniques as well as the presence of other variables in order to distinguish the results of previous and post studies.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
10.2991/978-94-6463-008-4_106
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_106How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Citra Savitri
AU  - Syifa Pramudita Faddila
AU  - Mumun Maemunah
AU  - Laras Ratu Khalida
PY  - 2022
DA  - 2022/12/05
TI  - Investigation of Green Marketing and Brand Image on Costumers’ Teh Kotak Purchase Decision
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 849
EP  - 855
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_106
DO  - 10.2991/978-94-6463-008-4_106
ID  - Savitri2022
ER  -