Pengaruh Green Marketing dan Brand Image Terhadap Minat Beli Air Minum Dalam Kemasan Merek Aqua (Studi Kasus Pada Masyarakat Kota Bima)

Abstract

Abstract

One of the marketing concepts currently starting to be used by companies to attract public buying interest while preserving the environment is the green marketing concept. Apart from preserving the environment, green marketing will indirectly affect the brand image of a company

This research aims to determine as well as analyze the effect of the implementation of green marketing strategies and brand image on people's buying interest in Aqua bottled drinking water. The type of research used is Explanatory Research, which was conducted during August - October 2020. The population used in this research were 450 AQUA bottled water consumers located on Jl Pemuda, Kelurahan Penatoi, Mpunda District, Bima City. The samples taken were 82 respondents.

The results showed that Green Marketing and Brand Image had a significant effect on people's buying interest in Aqua bottled drinking water. It was concluded that the better the Green Marketing and Brand Image, the more people's buying interest will increase, and vice versa

 

Keywords: green marketing, brand image, buying interest