THE INFLUENCE OF GREEN ADVERTISING AND BRAND IMAGE ON PURCHASE DECISIONS AND THEIR IMPACT ON CUSTOMER LOYALTY CHIYODA LED LIGHTS (Case Study in Cisaranten Kidul Village)
Keywords:
Green Advertising, Brand Image, Purchase Decision, Customer LoyaltyAbstract
Every customer who is loyal to a product has factors in deciding to buy. This can happen when deciding to use a product, such as a Lamp. Along with the green movement around the world to make people aware of their care for the environment, so many companies advertise their products with environmental themes or what is called Green Advertising, this makes light consumers switch to using LED lights. Brand Image is a perception of a brand that has an impact on a customer's purchase decision. Based on the description above, the writer is interested in conducting a research in the form of a thesis with the title "The Effect of Green Advertising, and Brand Image on Purchase Decisions and their impact on Customer Loyalty of Chiyoda LED Lights. The method used in this research is descriptive analysis with survey method, the data obtained and used in this research are primary data and secondary data. Data collection technique in this research is by distributing questionnaires. The sample taken in this study amounted to 70 respondents who are loyal consumers of Chiyoda LED lamps who are domiciled in the Cisaranten Kidul sub-district area. In conducting this research, four variables were used, namely Green Advertising (X1), Brand Image (X2), Purchase Decision (Y), and Customer Loyalty (Z). The results of the study using multiple regression analysis, it is proven that Green Advertising, and Brand Image through Purchase Decisions have a significant effect on customer loyalty, either partially or simultaneously. Then in the analysis of the coefficient of determination, it can be seen that the Purchase Decision is influenced by Green Advertising, Brand Image, and Purchase Decision by 65.1%, and the rest is influenced by other factors
Downloads
References
. Achmad, W. (2021). Citizen and Netizen Society: The Meaning of Social Change From a Technology Point of View. Jurnal Mantik, 5(3), 1564-1570.
. Achmad, W., & Yulianah, Y. (2022). Corporate Social Responsibility of the Hospitality Industry in Realizing Sustainable Tourism Development. Enrichment: Journal of Management, 12(2), 1610-1616.
. Armstrong, Kotler, P. 2016. Marketing an introducing prentice hall twelfth edition. England: Pearson Education,Inc
. Banerjee. 2016. " Pengaruh Green Advertisng dan Green Lifestyle Terhadap Keputusan Pembelian." Alniacik & Yilmaz 6.
. Belch, George & michael A. 2015. Advertising and Promotion and Integrated Marketing Communication Perpective 15th Edition. New York: Mc Graw Hill.
. Freddy, H. T. R., Achmad, W., & Nasution, M. S. (2022). The Effectivity Of Public Services Based On Smart Goverment In Bukit Raya Distric Pekanbaru City. Journal of Governance, 7(1).
. Ghozali, Imam. 2016. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang: Universitas Diponegoro.
. Handoyo. 2015. "Pengaruh Advertising Terhadap Keputusan Pembelian." Deka Febrian 11.
. Jacob & Cherian. 2017. "Pengaruh Green Product dan Green Advertising terhadap Keputusan Pembelian." Rohmah L. 7.
. Kotler, Philip & keller, K.L. 2016. Marketing Management 15th Edition. New Jersey: Pearson Education, Inc.
. Musay, Fransisca Paramitasari. 2017. "Citra Merek berpengaruh Positif terhadap Keputusan Pembelian." Mousavian & Gilaninia 549.
. Nurwati, N., & Achmad, W. (2021). What is the Coping Strategy for Victims of Child Sexual Violence? Descriptive Study in Bandung Regency. Journal of Positive Psychology and Wellbeing, 5(3), 1215-1220.
. Poluakan, M. V., Dikayuana, D., Wibowo, H., & Raharjo, S. T. (2019). Potret Generasi Milenial pada Era Revolusi Industri 4.0. Focus: Jurnal Pekerjaan Sosial, 2(2), 187-197.
. Sangadji, Etta Mamang & Sopiah. 2015. Perilaku Konsumen dan Strategi Pemasaran jilid 2. Yogyakarta: Andi.
. Schiffman & Kanuk. 2017. "Tahapan Keputusan Pembelian." Pinassang dan Rahardjo 2.
. Sidiq, R., Sofro, S., Sulistyani, A., & Achmad, W. (2022). Duanu’s Tribe Local Wisdom And Traditional Ecology: A Way To Survive. Webology, 19(1).
. Sudaryono. 2017. Metodologi Penelitian Kuantitatif. Jakarta: Raja Grafindo Persada.
. Sugiyono. (2014). Metode Penelitian Manajemen. Bandung: Alfabeta.
. Supardi, S. (2018). Kepuasan Kerja Pengawas Produksi Berpengaruh Terhadap Kinerja Operator Alat Berat Pada Usaha Jasa Kontraktor Pertambangan Mineral Dan Batubara. Jurnal Administrasi Kantor, 6(1), 33-42.
. Supardi, S., & Agus Dharmanto, A. D. (2020). Analisis Statistical Quality Control Pada Pengendalian Kualitas Produk Kuliner. Jurnal Ilmiah Manajemen Fakultas Ekonomi Universitas Pakuan, 6(2), 199-210.
. Supardi, S., & Wibawa, T. S. (2022). Efek Mediasi Disiplin Kerja pada Peningkatan Kinerja Karyawan oleh Motivasi dan Kompensasi. (JMK) Jurnal Manajemen dan Kewirausahaan, 7(1), 27-36.
. Supardi, S., Jumawan, J., & Andrian, A. (2022). Determining Participant’s Satisfaction in Mining Safety Training Using Service Quality Model and Importance-Performance Analysis. Ekombis Sains: Jurnal Ekonomi, Keuangan dan Bisnis, 7(1), 11-23.
. Syam, R. Z. A., & Achmad, W. (2022). Online Learning in Higher Education: Analysis during the Pandemic Covid-19. Jurnal Mantik, 5(4), 2256-2261.
. Tjiptono. 2017. "Pengaruh Brand Image terhadap dominasi Pasar." Akbar 17
. Utina, Ramli. 2015. "Dampak dan Upaya Meminimalisasi Pemanasan Global.” Suprihatin 1-5.
. West & Turner. 2015. "Pengaruh Media Terhadap Kepuasan Pelanggan." Jenny Keita Septindo 9.
