PENGARUH GREEN PRODUCT, CONSUMER KNOWLEDGE DAN BRAND IMAGE PADA KEPUTUSAN PEMBELIAN (Survei Konsumen Pertamax Series di Indonesia)

• Main Author: Achmad Rizal Sumarwoko, - (Author)
• Format: Book
• Published: 2022-09-07.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/79075/7/T_MM_2002325_Title.pdf; http://repository.upi.edu/79075/2/T_MM_2002325_Chapter%201.pdf; http://repository.upi.edu/79075/3/T_MM_2002325_Chapter%202.pdf; http://repository.upi.edu/79075/4/T_MM_2002325_Chapter%203.pdf; http://repository.upi.edu/79075/5/T_MM_2002325_Chapter%204.pdf; http://repository.upi.edu/79075/6/T_MM_2002325_Chapter%205.pdf; http://repository.upi.edu/79075/1/T_MM_2002325_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; L Education (General)

Global warming, air pollution, and environmental damage are all serious issues that must be addressed, as they will have an impact on human life and long-term environmental sustainability if not addressed. One of the most common issues is air pollution caused by vehicle smoke, so green products appear as an alternative to combat the impacts of air pollution caused by vehicle smoke. The purpose of this research is to analyze the level of purchasing decisions made with green products, consumer knowledge, and brand image in the first consumer series. The sample then was determined using probability sampling techniques and purposive sampling. The results of the data analysis from 200 respondents were taken based on the calculation of the slovin method with a significance level of 0.1 taken from Instagram followers Pertamaxseries.id using multiple regression and path analysis with SPSS IBM 26, mentioning 1) green products and consumer knowledge have a positive effect on brand image or purchasing decisions. 2) Green products, consumer knowledge, and brand image all have a positive impact on purchasing decisions. 3) Brand image does not mediate green products and consumer knowledge of purchasing decisions.