Menguji Peran Brand Image: Green Marketing dan Corporate Social Responsibility dalam Keputusan Pembelian Produk Perusahaan Multinasional

Authors

  • Edwin Zusrony Universitas Sains dan Teknologi Komputer
  • Dhevi Dadi Kusumaningtyas Universitas Sains dan Teknologi Komputer
  • Gibson Manalu Universitas Sains dan Teknologi Komputer
  • Pemilia Sulistyowati Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
  • Asri Winanti Madyoningrum Sekolah Tinggi Ilmu Ekonomi Al-Madani

DOI:

https://doi.org/10.37385/msej.v5i2.5094

Keywords:

green marketing, corporate social responsibility, brand image, multinational company, purchasing decisions

Abstract

The research aims to examine the role of brand image: green marketing and corporate social responsibility in purchasing decisions for multinational companies in the F&B sector. The population is consumers of F&B products from multinational companies in the city of Semarang with a sample of 100 respondents taken using a purposive sampling technique. The data collection technique uses a questionnaire with Likert scale parameters of points one to five points. The data analysis technique uses the SEM-PLS method and is processed using SmartPLS 4.0.9.9 software. research results found that green marketing has a positive and significant effect on purchasing decisions, green marketing has a positive and significant effect on brand image, corporate social responsibility has a positive and significant effect on purchasing decisions, corporate social responsibility has a positive and significant effect on brand image and brand image has a positive effect and significant to purchasing decisions. By carrying out mediation tests, it was concluded that brand image was significant as a mediator of the relationship between green marketing and corporate social responsibility on purchasing decisions.

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Published

2024-11-19

How to Cite

Zusrony, E., Kusumaningtyas, D. D. ., Manalu, G. ., Sulistyowati, P. ., & Madyoningrum, A. W. . (2024). Menguji Peran Brand Image: Green Marketing dan Corporate Social Responsibility dalam Keputusan Pembelian Produk Perusahaan Multinasional. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 6254–6264. https://doi.org/10.37385/msej.v5i2.5094