ANALISIS GREEN BRAND AWARENESS, GREEN BRAND TRUST, GREEN BRAND IMAGE DAN GREEN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN NATURAL COSMETICS PRODUCT

Hutomo Rusdianto

Abstract


This study aims to analyze the variables of green brand awareness, green brand trust, green brand image and green perceived value to the decision of purchasing natural cosmetics product of Sariayu in Kabupaten Kudus. The population in this study is the consumer of Sariayu Martha Tilaar product. the sample in this study is 96 respondents. The result of test that has been done stated that there is positive and significant influence between green brand awareness, green brand image and green perceived value toward partial purchase decision of natural cosmetics product. But partially varaibel green brand trust does not affect the purchase decision natural cosmetics product. In a variety of variables green brand awareness, green brand trust, green brand image and green perceived value simultaneously affect the purchase decision natural cosmetics product. The variables of green brand awareness, green brand trust, green brand image and green perceived value contributed 31.6% in explaining the variation of purchasing decision of natural cosmetics product. based on these results Sariayu as a brand that carries the concept of natural products have the lowest regression value therefore the advice we can give is Sariayu can increase its concern to the environment, in order to increase the level of confidence to the environment to the consumer.

Keywords


green brand awareness;green brand trust;green brand image, green perceived value, and purchase decision of natural cosmetics product

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