Pengaruh Green Marketing, Brand Image, Persepsi Harga Terhadap Minat Beli Produk CLEO Studi Kasus Konsumen CLEO di Tangerang
DOI:
https://doi.org/10.61132/jumaket.v1i3.313Keywords:
Green Marketing, Brand Image, Price PerceptionAbstract
Plastic waste is damaging the environment and encouraging people to choose eco-friendly products. Indonesia's waste problem is urgent. Companies are starting to develop products that are safe for the environment. Consumers are turning to chemical-free products to safeguard their health and the environment. CLEO, a drinking water brand from PT Sariguna Primatirta, has been managing this since 2004. CLEO is known for its prices and product quality. This study looks at how green marketing, brand image, and price perceptions affect buying interest in CLEO products among consumers in Tangerang. It uses quantitative methods and a questionnaire. The data analysis is multiple regression analysis. This study shows that green marketing and brand image affect buying interest in CLEO products, but price perception does not. All three variables affect buying interest in CLEO products.
Downloads
References
Abdul Malik. (2024, April 8). Harga saham dan laba terbang, ini strategi CLEO bersaing di industri minuman kemasan. Bareksa. https://www.bareksa.com/berita/saham/2024-04-08/harga-saham-dan-laba-terbang-ini-strategi-cleo-bersaing-di-industri-minuman-kemasan
Ade, O. Hufron, K. M., & Ridwan Basalamah, M. (2020). Pengaruh green marketing dan brand image terhadap minat beli air minum dalam kemasan merek Aqua (Studi kasus pada masyarakat Kota Bima). www.fe.unisma.ac.id
Antonius Philippus. (2022). Brand marketing: The art of branding (pp. 1–218).
Atmajayanti, A. B., Bhayangkara, U., Raya, J., Sri, D., Universitas, W., Jakarta, B., Bayu, R., & Pitoyo, S. (2024). Pengaruh kualitas produk, citra merek, dan persepsi harga terhadap minat beli produk Make Over di Kota Bekasi. Jurnal Riset & Inovasi Manajemen Ekonomi, 2(2), 339–351. https://doi.org/10.54066/jrime-itb.v2i2.1638
Ch Manongko, A. A., Mononutu -Minahasa Utara, J. A., & Pos, K. (2018). Green marketing (suatu perspektif marketing mix & theory of planned behavior). Yayasan Makaria Waya.
Cindy Mutia Annur. (2023, October 16). Sampah Indonesia bertambah pada 2022, terbanyak dalam empat tahun. Data dan Informasi Katadata. https://databoks.katadata.co.id/datapublish/2023/10/16/sampah-indonesia-bertambah-pada-2022-terbanyak-dalam-empat-tahun
Darius Purnama Rangga, SE., M., & Yosef Tonce, SE., M. (2022). Minat dan keputusan pembelian: Tinjauan melalui persepsi harga & kualitas produk (Konsep dan studi kasus). Penerbit Adab.
Ghozali. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (Vol. 9).
Khaerunnisa, B. (2019). Pengaruh green marketing dan brand image terhadap minat beli AMDK merek Aqua di kalangan mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Mataram (Vol. 7, Issue 1).
Prof. Dr. Sugiyono. (2013). Metode penelitian kuantitatif, kualitatif, dan R&D.
Rachmawaty Meilyna, & Hasbi Imanuddin. (2020). Pengaruh green marketing dan brand image terhadap minat beli AMDK Ades: Studi pada konsumen produk air minum dalam kemasan ADES di Indonesia. Indopremier. https://www.indopremier.com
Top Brand Award. (2024). Komparasi brand index. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=2&id_subkategori=432
Widya Ulfa Linda. (2022). Pengaruh green marketing, brand image terhadap minat membeli batik di Benang Ratu cabang Majapahit Kota Semarang.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Manajemen Kewirausahaan dan Teknologi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
