The influence of green marketing, brand image, and product quality on purchasing decisions for the Body Shop in Purwokerto

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Qory Diana Lita
Arini Hidayah
Maulida Nurul Innayah
Yudhistira Pradhipta Aryoko

Abstract

Green Marketing is an environmentally based marketing concept. Marketing concepts develop along with the times themselves. Currently, many companies are implementing the green marketing concept, one of which is The Body Shop. This research aims to determine the influence of Green Marketing, Brand Image and Product Quality on Purchasing Decisions for The Body Shop in Purwokerto. The data in the research was taken by distributing questionnaires in hard file form to respondents. The number of questionnaires distributed was 100 respondents at Muhammadiyah University, Purwokerto. The analysis technique used in this research is multiple linear analysis technique with SPSS. The test results in this research stated that green marketing, brand image and product quality have a significant influence on purchasing decisions for The Body Shop

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How to Cite
Lita, Q. D., Hidayah, A., Innayah, M. N., & Pradhipta Aryoko, Y. (2024). The influence of green marketing, brand image, and product quality on purchasing decisions for the Body Shop in Purwokerto. Enrichment : Journal of Management, 13(6), 3670-3678. https://doi.org/10.35335/enrichment.v13i6.1821

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