Pengaruh Awareness of Green Product, Price, Dan Brand Image Terhadap Keputusan Pembelian Green Product the Body Shop Di Kota Padang

Abstract

Consumer’s green marketing awareness is cognition from consumer about the green marketing by the companies has a positive impact on the environment. Consumer’s green marketing awareness can be seen from three aspect: awareness of green product, green price, and brand image. This researched aimed to measure the effects of awareness of green product, price, and brand image toward purchase decision of green product The Body Shop in Padang. The type of research is causality research. A sample of 130 respondents were taken using purposive sampling with criteria : woman that know, interested, has bought The Body Shop’s products who lived in Padang. The data collection method is a questionnaire. The analysis used is multiple regression analysis with data processing using SPSS software. The results showed that awareness of green product, price and brand image have positive and significant influence to the purchasing decision of green product. Keyword: green marketing awareness, green product, green price, brand image, purchase decision

The Influence of Celebrity Endorsement, Green Brand Image and Green Product Quality on Decisions to use Sharia Banking Product

“…Research conducted by Florentia and Verinita (2020), Desriani et al, (2018), andHanim et al, (2019), shows that green brand images have a positive and significant effect on purchasing decisions. H2: Purchasing Decisions are positively and significantly affected by the Green Brands Image.…”

A Study On Consumer Awareness Towards Green FMCG Products In The Food And Beverage Categories With Special Reference To Kamrup Metropolitan, Assam

“…• Greater health awareness and the rise of lifestyle diseases are making consumers evaluate product compositions more seriously towards "natural," "fresh" and "minimally processed" options perceived as better for personal well-being [6]. • Higher disposable incomes, media exposure, and literacy rates are enabling more Indians to factor sustainability into purchase decisions as a social responsibility alongside health reasons [7].…”

The Influence of Social Media Marketing and Brand Image on Customer Engagement in Janji Jiwa Coffee in Padang City with Brand Love as a Mediation Variable

“…Consumers will be less interested in buying a product if they feel they are not very familiar with the brand. So, companies will try to have a strong brand image in the minds of consumers (Farahrozi & Verinita, 2020). The brand image literature also shows that customers can assign human attributes to the brands they use (Islam & Rahman, 2016), leading them to love the brand as an emotional end result.…”