ENGARUH GREEN BRAND IMAGE, GREEN ADVERTISING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is meant to find out : (1) the influence of Green Brand Image to the Purchasing Decision
of Agya automobile at Auto 2000 Kenjeran-Surabaya; (2) the influence of Green Advertising to the
Purchasing Decision of Agya automobile at Auto 2000 Kenjeran-Surabaya; (3) the influence of price
to the Purchasing Decision of Agya automobile at Auto 2000 Kenjeran-Surabaya. This research uses
survey. The population is all costumers who have ever purchased Agya automobile at Auto 2000
Kenjeran-Surabaya as the user and or the initiator. The sample collection technique has been done by
using proportional quota sampling method with the samples are 100 people. The data collection
technique has been carried out by using questionnaire which its validity and its reliability has been
tested. The data analysis technique which has been used to answer the hipothesis is the multiple
regressions. The result of this research shows that: (1) Green Brand Image has positive influence to
the Purchasing Decision of Agya automobile at Auto 2000 Kenjeran-Surabaya; (2) Green Advertising
has positive influence to the Purchasing Decision of Agya automobile at Auto 2000 KenjeranSurabaya;
(3)
Price
has
positive
influence
to the purchasing decision of Agya automobile at Auto 2000 Kenjeran-Surabaya.

Keywords:Green Brand Image, Green Advertising, Price and Purchasing Decision.