Pengaruh Green Product, Green Advertising Dan Green Brand Image Terhadap Purchased Decision Cat Tembok Nippon Paint

Erga Indra Darmawan, Arry Widodo

Abstract

Abstrak Penelitian ini dibuat bertujuan untuk mengetahui bagaimana green product, green advertising dan green brand image pada cat tembok Nippon Paint di Kota Bandung. Bagaimana purchase decision pada cat Nippon Paint di Kota Bandung, serta untuk menghitung seberapa besar pengaruh green product, green advertising dan green brand image terhadap purchase decision cat tembok Nippon Paint di Kota Bandung. Penelitian ini bersifat deskriptif dan kausalitas dengan 150 responden sebagai objek penelitian, responden yang di ambil ialah konsumen yang membeli cat tembok Nippon Paint di Kota Bandung. Skala yang digunakan pada penelitian ini adalah skala likert dengan menggunakan teknik pengujian data peneliti Uji validitas dan reliabilitas dengan sempel 30 responden. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Pengambilan sampel dilakukan dengan metode non-probability sampling dengan jenis purposive sampling, dengan jumlah responden sebanyak 150 orang yang pernah membeli cat Nippon Paint di Kota Bandung. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Green product, green advertising dan green brand image berpengaruh positif dan signifikan secara simultan terhadap purchase decision dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Green Product, Green Advertising, Green Brand Image, Purchase Decision, Regresi Linear Berganda Abstact This research was aimed to find out how green products, green advertising and green brand image on the wall paint of Nippon Paint in Bandung City. How about the purchase decision on Nippon Paint paint in Bandung City, and to calculate how much influence the green product, green advertising and green brand image have on purchase decision on the walls of Nippon Paint in Bandung. This study is descriptive and causal with 150 respondents as the object of research, respondents who were taken were consumers who bought Nippon Paint wall paint in the city of Bandung. The scale used in this study is the Likert scale by using researchers' data testing techniques. Test validity and reliability with a sample of 30 respondents. The research method used in this study is a quantitative method. Sampling was done by nonprobability sampling method with a type of purposive sampling, with the number of respondents as many as 150 people who had bought Nippon Paint paint in the city of Bandung. The data analysis technique used is multiple linear regression analysis. Green product, green advertising and green brand image have a positive and significant effect simultaneously on the purchase decision influenced by other factors not examined in this study. Keywords: Green Product, Green Advertising, Green Brand Image, Purchase Decision, Multiple Linear Regression.

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