MEMBANGUN DAN MENINGKATKAN CITRA PERUSAHAAN MELALUI PENYEBARAN GREEN MARKETING (PENELITIAN EMPIRIS DI BEBERAPA PROVINSI DI INDONESIA)

Abstract

This current research empirically analize the relationship among green marketing, green product image, green social responsibility, corporate image, and purchase intentions from a consumer perspective. A total of 500 questionnaires were distributed, 270 were returned and 250 were usable for further analysis. The population of the study is female consumers in Jabodetabek, North Sumatera and West Kalimantan. CFA (Confirmatory Factor Analysis) was deployed to conduct data analysis and Structural Equation Modelling (SEM) through AMOS. The findings showed that, Green Social Responsibility (GSR), Green Product Image (GPI) and Corporate Reputation (CR) are as the antecedents of Corporate Images (CI). Green marketing plays significant role to build GSR as well as GPI. Furthermore, Green marketing also has indirect effect on GPI and variable GSR as mediator. Result also confirmed that GPI has significant effect on Purchase Intention (PI) and Corporate Reputation (CR). Finally CR has significant impact on Purchase Intention.