Research Paper
Year: 2019 | Month: May | Volume: 6 | Issue: 5 | Pages: 149-166
The Influence of Green Product, Green Advertising, and Green Brand on Decision to Buy Through Consumers’ Trust in Tupperware Products at SMPN Beureunerun
Putri Mauliza1, Prof. Dr. Amrin Fauzi2, Dr. Endang Sulistya Rini2
1Postgraduate Students Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
2Postgraduate Lecturer Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia
Corresponding Author: Putri Mauliza
ABSTRACT
The exiting threat on environment has caused many companies ti apply new business concept on environment, called green marketing, a concept which includes all marketing activities to stimulate and to maintain consumers’ environmentally friendly behavior, Some develop countries have applied regulation of green product, clean product in the process of production which domestically very significant so that they can compete with foreign products in which supplier, producers and cunsumers can understand this concept which has been applied by developed countries. Actually, this concept causes producers to spend more money, but it has bright future for them. The objective of the research was to find out and to analyze the influence of green product, green advertising, and green brand on decision to buy, either directly of throught trust. Primary data were obtained from 75 respondents and analyzed by using path analysis with SPSS software program. The result of the research showed that partially, green product, green advertising, and green brand had positive and significant influence on decision to buy Tupperware product through consumers’ trust ant SMPN Beureuneun. Green product, green brand and trust had positive and significant influence on decision to buy Tupperware product through consumers’ trust at SMPN Beureuneun. Green product, green advertising and green brand, and trust simultaneously had the influence on decision to buy product through consumers’ trust at SMPN Beureuneun.
Key words: Green Product, Green Advertising, Green Brand, Trust, Decision to Buy
[PDF Full Text]