Detail Analysis of the application of green marketing, perceived value and brand image on purchasing decisions kopi kenangan products Bibliografi Author: Nainggolan, Elisabeth ; Anggoro, Michael ; Januarty, Widalicin Topik: Brand image; Green; marketing; Perceived; Purchase decision; Value Bahasa: (EN )     Tahun Terbit: 2025     Jenis: Article - diterbitkan di jurnal ilmiah nasional Fulltext: Analysis of the application of green marketing.pdf (183.62KB; 0 download) Abstract In this era where economy raise to the extent of all brand have competitors even the smallest one. This raise in economy brings another problem which is waste, generally plastic waste. Therefore, brands need to use a better packaging for both customer and environment. This study aims to determine whether green marketing, perceived value and brand image affect purchasing decisions for Kopi Kenangan products. This study uses quantitative data using primary data. The population in this study were all Kopi Kenangan customers totaling 16,104 customers with a sample of 100 respondents. The results showed that partially, green marketing have a positive and significant effect on purchasing decisions for Kopi Kenangan, perceived value have a positive and significant effect on purchasing decisions for Kopi Kenangan, brand image have a positive and significant effect on purchasing decisions for Kopi Kenangan, and simultaneously, green marketing, perceived value and brand image have a positive and significant effect on purchasing decisions for Kopi Kenangan. Kajian editorial Article from : Journal of Science and Social Research, May 2025, VIII (2): 1359 – 1365 Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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