The Influence Of CSR and Green Marketing On Purchasing Decisions Through Brand Image
DOI: 10.35760/ugefic.v8i1.234Abstract
This paper aims to determine the influence of CSR and green marketing on purchasing decisions of Wardah products in Tangerang City directly and indirectly through brand image as an intervening variable, as well as to find out which variables are most dominant in influencing purchasing decisions, brand image and purchasing decisions through brand image of Wardah Products in Tangerang City. The analysis method in this study uses quantitative primary data, the test stages carried out are: validity test, reliability test, outer model test (convergent validity, discriminant validity, and composite reliability), inner model test (determination coefficient test (R2), F-Square (F2), predictive relevance test (Q2), and goodness of fit test), and hypothesis test (Bootstrapping). The data used in this study were collected using a questionnaire instrument, and valid data that were successfully collected were 150 respondents. The sampling method in this study was non-probability sampling with purposive sampling technique. The testing tool used was SmartPLS. The results of this study indicate that CSR and green marketing variables have a direct and indirect effect on the purchasing decision of Wardah products in Tangerang City through brand image as an intervening variable, and the most dominant variable on purchasing decisions is the CSR variable, the most dominant on brand image is the green marketing variable, and the most dominant on purchasing decisions through brand image is the green marketing variable.
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