Influence of Green Marketing Strategy and Brand Image on Purchase Decision with Mediation of Purchase Intention (Case Study on Healthy Food Products Matoh Cassava Chips in Bojonegoro Regency) DOI Open Access

Istikhomah Istikhomah,

Budi Setiawan, Fitria Dina Riana

et al.

Jurnal Penelitian Pendidikan IPA, Journal Year: 2024, Volume and Issue: 10(12), P. 10037 - 10046

Published: Dec. 18, 2024

This study aims to describe the application and influence of Green marketing strategy Brand image on purchase decision through intention right for Matoh Cassava Chips. The method used is quantitative with a sample 80 consumers Chips in Bojonegoro Regency, determined by accidental sampling, data obtained using questionnaire. analysis technique this uses descriptive Structural Equation Modeling - Partial Least Square (SEM-PLS) test hypothesis determine between variables. results show that implementation green strategies overall brand has high category, there significant exogenous variables purchasing decisions, significantly mediates both makes combine these two factors an effective approach influencing consumer behaviour. So from it can be concluded have effect as well which able mediate influence.

Language: Английский

Influence of Green Marketing Strategy and Brand Image on Purchase Decision with Mediation of Purchase Intention (Case Study on Healthy Food Products Matoh Cassava Chips in Bojonegoro Regency) DOI Open Access

Istikhomah Istikhomah,

Budi Setiawan, Fitria Dina Riana

et al.

Jurnal Penelitian Pendidikan IPA, Journal Year: 2024, Volume and Issue: 10(12), P. 10037 - 10046

Published: Dec. 18, 2024

This study aims to describe the application and influence of Green marketing strategy Brand image on purchase decision through intention right for Matoh Cassava Chips. The method used is quantitative with a sample 80 consumers Chips in Bojonegoro Regency, determined by accidental sampling, data obtained using questionnaire. analysis technique this uses descriptive Structural Equation Modeling - Partial Least Square (SEM-PLS) test hypothesis determine between variables. results show that implementation green strategies overall brand has high category, there significant exogenous variables purchasing decisions, significantly mediates both makes combine these two factors an effective approach influencing consumer behaviour. So from it can be concluded have effect as well which able mediate influence.

Language: Английский

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