THE EFFECT OF GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY AND BRAND IMAGE ON PURCHASE DECISIONS
Abstract
Recent years,consumers are starting to pay attention to green products to reduce the environmental problems.As the scope of this research, this study focus on the effects of green marketing, corporate social responsibility and brand image on purchase decision in consumers of product Tupperware in the regulation of Sragen. This type of research used in this study is quantitative. The population in this study is consumers of product Tupperware in the regulation of Sragen. The sampling technique used was the method of purposive sampling with a sample size of 100 respondents. The data analysis technique used answer the research questionnaire was multiple linear regression analysis. The results of this study are 1) green marketing has a positive and significant effect on purchase decision in consumers of product Tupperware in the regulation of Sragen. 2) corporate social responsibility has a positive and significant effect on purchase decision in consumers of product Tupperware in the regulation of Sragen.
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