The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product

Dewi, Hayuning Purnama (2019) The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. In: The 16th International Symposium on Management (INSYMA 2019), March 4-6. 2019, Aryaduta Hotel, Piere Tendean Road, Manado.

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Abstract

The research aims to determine the direct and indirect effects of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. This research is explanatory research using a sample of 100 Teh Kotak consumers in Surabaya. The analysis technique used was path analysis. The results show that green packaging and green advertising, directly and indirectly, affect brand image and purchase decision of Teh Kotak product in Surabaya, and brand image had an effect on purchase decision of Teh Kotak product.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	green packaging, green advertising, brand image, purchase decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Ester Sri W. 196039
Date Deposited:	20 Aug 2021 03:51
Last Modified:	24 Jun 2022 08:10
URI:	http://repository.ubaya.ac.id/id/eprint/40036

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