PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PRODUK ORIFLAME DI KOTA DENPASAR)

Abstrak

The biggest phenomenon facing the world in the middle of the development of globalization era is the occurrence of global warming and environmental damage. One of the cause of global warming is the impact of continuous use of hazardous products. This study aims to determine the role of brand image in mediating the influence of green marketing on purchase decision (Case Study of Oriflame Products in Denpasar). This research was conducted in Denpasar City. The number of sample used is 100 respondents by using purposive sampling technique. Data was collected using Likert scaled questionnaires and analysed using path analysis technique and Sobel test. The result shows that green marketing significantly affect brand image and purchase decision, and brand image also significantly affects purchase decision. Additionaly, brand image has a sigificant role in mediating the influence of green marketing on purchase decision.  

Keywords: brand image, green marketing, purchase decision