Pengaruh Green Marketing Terhadap Citra Merek Dan Dampaknya Pada Keputusan Pembelian (Survei Pada Mahasiswa Fakultas Ilmu Administrasi 2012/2013 Universitas Brawijaya Yang Melakukan Pembelian Produk Tupperware)

Abstract

This research aims to clarify (1) the influence of green marketing to brand image, (2) the influence of green marketing to the purchase decision (3) the influence of brand image to the purchase decision. This type of research is explanatory with quantitative approach. Variables in this research are green marketing, brand image, and purchase decision. Population in this research are students of Faculty of Administrative Sciences 2012/2013 Brawijaya University, who purchase, use the product and know that Tupperware products are green products. This research use 100 people as samples which are chosen by purposive sampling, and use questionnaire as data collection methods. This research also use descriptive analysis and path analysis methods to analyze the data.The result of path analysis shows that green marketing has the significant influence to the brand image and purchase decision, and also brand image that influence purchase decision significantly. Based on the results of this study, Tupperware Corporation should provide more detail and accurate information about the products offered through the media, so it will increase the consumer knowledge about the product, especially abut green marketing