THE INFLUENCE OF GREEN MARKETING ON PURCHASING DECISIONS WITH GREEN BRAND IMAGE AS A MEDIATION VARIABLE
(Study of IKEA Consumers in Denpasar City)
Keywords:
Green Marketing, Green Brand Image, Purchase DecisionsAbstract
Companies are starting to increase their concern for the environment by starting to implement new trends in carrying out their marketing strategies related to environmental issues, namely by implementing green marketing concepts that are environmentally friendly or known as green marketing. Companies that apply the green marketing concept by producing environmentally friendly products are considered to have a green brand image because the company is considered to care about environmental sustainability. This research aims to determine the influence of green marketing on purchasing decisions with green brand image as a mediating variable. This research was conducted on IKEA consumers in Denpasar City and the number of samples in the research was 100 people. The research method used is quantitative. Data collection was carried out using a survey approach, where the research instrument used was a questionnaire. The data analysis techniques used in this research are validity test, reliability test, classical assumption test, path analysis and sobel test. The result of this research shows that green marketing has positive and significant influence on purchasing decisions, green marketing has a positive and significant influence on green brand image, green brand image has a positive and significant influence on purchasing decisions andgreen brand image able to mediate the influence of green marketing on purchasing decisions. The advice that can be given in this research is that IKEA is expected to always use environmentally friendly places to distribute its products, always look after good reputation for the environment and always offering quality and environmentally friendly products.
References
Abzari, M., Shad, F.S., Sharbiyani, AAA, & Morad, A.P. (2013). Studying The Effect of Green Marketing Mix On Market Share Increase. Journal of Natural and Social Sciences, 2(3), 641–653.
Agustina, RD, Fauzi, A., & Wilopo. (2016). The Influence of Green Marketing on Green Brand Image and its Impact on Purchasing Decisions (Survey of 2012 / 2013 and 2013 / 2014 Bachelor of Business Administration Students at the Faculty of Administrative Sciences, Brawijaya University who used it). Journal of Business Administration, 33(1), 171–179.
Anton, APN, Mulyandi, MM, & Randy, RWS (2020). Analysis of the Relationship between Store Atmosphere and Purchase Interest in Ikea Indonesia.Ikraith-Economika,3(2), 30-35.
Apriliani, T., & Aqmala, D. (2021). The Influence of Green Brand Image, Green Perceived Value, Green Awareness. Journal of Accounting, Economics and Business Management, 1(1), 66–75.
Augtiah, I., & Susila, I. (2022). The Influence of Green Products, Green Advertising, and Green Brand Image on Purchasing Decisions with Consumer Attitude as a Mediating Variable: Buying decision, Green Product Attributes, Green Advertising, Green Brand Image, Consumer Attitude. Benefits: Journal of Management and Business, 10-26.
Bafadhal, AS (2020). Tourism Marketing Tourist Behavior Approach. Malang: Media Nusa Creative.
Bancin, J.B. (2021). Brand Image and Word of Mouth: their role in the Nissan Grand Livina Car Purchasing Decision. Surabaya: CV. Jakad Media Publishing.
Chen, Y.S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319.
Dewi, KAA, & Aksari, NMA (2017). The Role of Brand Image in Mediating the Influence of Green Marketing on Purchasing Decisions (Case Study of Oriflame Products in Denpasar City) (Doctoral dissertation, Udayana University).
Dewi, NMSE (2022). The Role of Brand Image in Mediating the Influence of Green Marketing on Purchasing Decisions for Sensatia Botanicals in Denpasar. Juima: Journal of Management Science, 12(2), 221-239.
Ernawati, R., Dwi, AB, & Argo, JG (2021). Analysis of the Influence of Promotion, Price and Brand Image on Purchasing Decisions on the Zalora E-commerce Site in Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 200-218.
Fatimah, NFS, & Setiawardani, M. (2019). Purchasing Decisions (Study of Body Shop Consumers in Bandung City). Proceedings of the Industrial Research Workshop and National Seminar, 10(1), 1089–1101.
Fatmaningrum, SR, Susanto, & Fadhilah, M. (2020). The Influence of Product Quality and Brand Image on Frestea Drink Purchase Decisions. Scientific Journal of Management, Economics and Accounting, 4(1).
Firdaus, NI, & DH, A. Fauzi. (2017). The Influence of Green Marketing on Brand Image and Its Impact on Purchasing Decisions (Study on Instagram Followers @Starbucksindosia) (Doctoral dissertation, Brawijaya University).
Ghozali, I. (2018). Multivariate Analysis Application with the IBM SPSS 25 Program. Diponegoro University Publishing Agency: Semarang.
Hartanto, R. (2019). Brands and Personal Branding. Bekasi: Denokan Library.
Herlambang, B., Agustiani, IN, & Fajri, K. (2023). The Influence of Green Marketing and Product Innovation on Purchasing Decisions in Dusun Bambu Bandung.Management and Tourism,2(2), 165-176.
Huang YC & Yang M. (2014). Effects of green brands on green purchase intention. Marketing Intelligence & Planning, 32(3), 250-268.
Indriantoro, N., and Supomo, B., (2013). Business Research Methodology For Accounting & Management. Yogyakarta: BPFE.
IQAir. (2023). “World Air Quality Index”, November 17, 2023, https://www.iqair.com/world-air-quality-ranking.
Istantia, S., Kumadji, S., & Hidayat, K. (2016). The Influence of Green Marketing on Brand Image and Purchasing Decisions (Survey on Users of Environmentally Friendly Products for Philips LED Lamps at Perum Kepanjen Permai 1, RW 4, Talangagung Village, Kepanjen District, Malang, East Java). Brawijaya University Undergraduate Business Administration Journal, 32(1), 174–182.
Jessica, C. (2022). 11 Companies That Have Implemented Go Green, Find Out Here. Glints. https://glints.com/id/lowongan/company-go-green.
Karlina, G., & Setyorini, R. (2018). The Influence of Green Marketing on Purchasing Decisions with Brand Image as a Mediator.Management and Accounting Expose,1(2), 56-65.
Kartono, GG, & Warmika, IGK (2018). The influence of green marketing on brand loyalty is mediated by brand image (Doctoral dissertation, Udayana University).
Karunarathna, AKP, Bandara, VK, Silva, AST, & De Mel, WDH (2020). Impact of green marketing mix on customers' green purchasing intention with special reference to Sri Lankan supermarkets.
Kotler, P., and Keller, (2016). Marketing Management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.
Lestari, NLA (2019). Analysis of the Impact of Capital Adequacy Levels and Credit Distribution Levels on Profitability with Credit Risk as a Moderating Variable in Banking Companies Listed on the Indonesian Stock Exchange 2012-2016. Journal of Science, Accounting and Management, 1(3), 145–191.
Mahendra, DF, & Nugraha, AKN (2021). Green Marketing and CSR on Purchasing Decisions with Consumer Knowledge as a Moderating Variable.Journal of Research and Development of Science and Humanities,5(1), 28-38.
Mardhatillah, CDU, Jingga, FP, Ramadhani, N., Vrika, R., & Fevria, R. (2022). The Greenhouse Effect Triggers Global Warming and Efforts to Overcome It. InProceedings of the National Biology Seminar,2(2), 328-340.
Mutiah, D. (2021). IKEA Bali Officially Opens, Becoming the Smallest Outlet in Indonesia. Coverage6. https://www.liputan6.com/amp/4714206/ikea-bali-resmi-dibuka-jadi-gerai-terbesar-di-indonesia
Nandaika, ME, & Respati, NNR (2021).The Role of Brand Image in Mediating the Influence of Green Marketing on Purchasing Decisions (Study on Uniqlo Brand Fashion Products in Denpasar) (Doctoral dissertation, Udayana University).
Naurah, N. (2023). Ikea Records Fantastic Revenue, Becomes Largest Furniture Company Based on Market Value, March 11, 2023, GoodStats. https://goodstats.id/article/ikea-cepatkan-pendapatan-fantastis-jadi-bisnis-furnitur-terbesar-menurut-besar-pasar -aCQWo.
Osiyo, AKM (2018). The influence of green marketing on green brand image and customer purchase intention at Starbucks Coffee Malang. Journal of Marketing Strategy, 5(2), 1-9.
Pharamadita, IPAW, & Santika, IW (2024). The Role of Word of Mouth in Mediating the Influence of Product Quality on Purchasing Decisions (Study of Indihome Consumers in Denpasar City). Udayana University Economics and Business E-Journal, 13(4). 757-777.
Palaguna, IGNF, & Ekawati, NW (2016). Green Promotion Mediates Green Packaging on Repurchase Intention (Study on AMDK Ades in Denpasar City) (Doctoral dissertation, Udayana University). 7500-7527.
Pradana, D., Hudayah, S., & Rahmawati, R. (2017). The influence of price, product quality and brand image on motorbike purchasing decisions. Performance, 14(1), 16-23.
Prameswari, AS, & Hariasih, M. (2023). Green Marketing and Brand Image Affect the Purchase Decision of Generation Z On Green Products: Green Marketing and Brand Image Influence Generation Z's Purchasing Decision on Environmentally Friendly Products.
Puspa Dewi, NMA, & Rahyuda, K. (2018). The Influence of Green Marketing Tools on Consumer Purchasing Behavior. Udayana University Management E-Journal, 7(4), 2164–2195.
Rahayu, LMP, Abdillah, Y., & Mawardi, MK (2017).The influence of green marketing on consumer purchasing decisions (Survey of The Body Shop Consumers in Indonesia and Malaysia) (Doctoral dissertation, Brawijaya University).
Rahyuda, K. (2019). Business Research Methods Revised Edition 2019. Denpasar: Udayana University Press.
Rizka, PF, Satria, R., & Muzdalifah, L. (2022). The Influence of Green Marketing and Brand Image on Purchasing Decisions at the Alamanda Delta Surya Business Center. Journal of Scientific Reasoning and Student Research, 4(4).
Rizwan, M., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An empirical study about green purchase intentions. Journal of Sociological Research, 5(1), 290-305.
Rosyada, FA, & Dwijayanti, R. (2023). The Influence of Green Marketing and Green Products on Purchasing Decisions for Sukin Products.Journal of Commerce Education (JPTN),11(3), 305-312.
Santika, IW, Pramudana, KAS, Pharamadita, IPAW, & Tamaja, KW (2024). Social Marketing Intervention to Increase Green Entrepreneurial Intentions among Students in Bali. Udayana University Economics and Business E-Journal, 13(1). 1-13.
Savitri, S., & Marlena, N. (2023). The Influence of Green Marketing, Green Brand Image, and Green Knowledge on Customer Satisfaction for Cleo Eco Green Products in the Surabaya Region.Journal of Commerce Education (JPTN),11(2), 207-215.
Sawitri, IGATD, & Rahanatha, GB (2019).The Influence of Green Marketing and Brand Image on Customer Loyalty (Doctoral dissertation, Udayana University).
Sorongan, S., Lapian, SLHVJ, & Soepono, D. (2022). Analysis of Green Marketing in UNSRAT Micro, Small and Medium Enterprises on Consumer Purchasing Decisions. EMBA Journal, 10(1), 330–339.
Sudana, IM, & Setianto, RH (2018). Business Research Methods & Data Analysis with SPSS. Jakarta: Erlangga.
Sugiyono. (2019). Quantitative Research Methods, Qualitative R&D. Bandung: Alphabeta.
Tjiptono, F., (2017), Marketing Strategy, 4th Edition, Yogyakarta: Andi.
Umam, G.C., & Widodo, A. (2022). How Green Marketing and Product Quality Influence Buying Interest Using Green Brand Image. Journal of Business Management, 9(1), 01-11.
Utami, D. (2020). The Influence of Green Marketing on Product Purchasing Decisions (Study of Consumers at X Beauty Clinic in Bogor).Research and Application of Systems and Industrial Engineering,14(1), 328424.
Wahyuni, H. (2023). Analysis of the Influence of Green Marketing and Brand Ambassadors on Wardah Product Purchasing Decisions among Consumers in Pasuruan Raya with Brand Image as an Intervening Variable.Initiative: Journal of Economics, Accounting and Management,2(3), 184-196.
Winangun, MS, & Nurcaya, N. (2020).The role of green trust mediates the influence of green brand image on the green brand equity of Bali Ratih products (Doctoral dissertation, Udayana University).
Wu, S., & Chen, Y. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products, 6(5), 81–100.
Yonatan, AZ (2023). A Look at IKEA's Net Profits 2015-2022, August 14, 2023, GoodStats. https://data.goodstats.id/statistic/agneszefanyayonatan/menilik-keuntungan- Bersih-ikea-2015-2022-aGUoT
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE © 2023 by Adisam Publisher is licensed under CC BY-SA 4.0
