Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Konsumen

Authors

  • Nanto Purnomo Universitas Islam Lamongan
  • Luluk Nur Azizah Universitas Islam Lamongan

DOI:

https://doi.org/10.31959/jm.v14i1.2365

Abstract

The purpose of green marketing is not solely to make a profit, but rather the company aims to raise awareness of environmental issues. AQUA's green marketing is carried out through the AQUA campaign, focusing on health, specifically "It All Starts With Us," as part of the AQUA Initiative for a Healthy Indonesia while also preserving the environment by reducing plastic waste. Not only the campaign but AQUA also brands itself to demonstrate its commitment to maintaining the quality of its products for health and preserving the environment. This study aims to determine whether green marketing and brand image influence consumer purchasing interest in the study of AQUA products. This research utilizes SmartPLS 3.0 analysis software, and the results indicate that green marketing has a positive and significant impact on consumer buying interest. Additionally, the brand image built by AQUA has a positive and significant effect on AQUA consumers' buying interest.
Keywords: Green Marketing; Brand Image; Consumer Buying Interest.

Downloads

Published

2025-03-19

Issue

Vol. 14 No. 1 (2025)

Section

Articles

License

Copyright (c) 2025 Jurnal Maneksi

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Access and Licensing

All articles published in Jurnal Maneksi (Management Ekonomi Dan Akuntansi) are available immediately upon publication without any embargo period. No registration or subscription fees are required to access our content.

To facilitate clarity and ease of reuse, Jurnal Maneksi (Management Ekonomi Dan Akuntansi) adopts Creative Commons licenses. By default, all articles are published under the Creative Commons Attribution License (CC BY 4.0). This license permits unrestricted use, distribution, and reproduction in any medium, provided that proper attribution is given to the original author(s) and source.

Copyright Policy

Authors publishing in Jurnal Maneksi (Management Ekonomi Dan Akuntansi) retain copyright over their work. By submitting and publishing with Jurnal Maneksi (Management Ekonomi Dan Akuntansi), authors grant the journal the right of first publication under their chosen open-access license. This ensures that authors maintain full control over their intellectual property while enabling broad dissemination and reuse of their work.

Authors are also encouraged to:

  1. Share their published articles in institutional repositories or personal websites, ensuring proper acknowledgment of initial publication in Jurnal Maneksi (Management Ekonomi Dan Akuntansi).
  2. Enter into non-exclusive agreements for further distribution, such as including their articles in books or other publications.