Main Article Content
Abstract
Abstrak
Perusahaan perlu mengamati penggunaan metode green marketing sebagai salah satu cara dalam membangun citra merek, serta penting untuk memperhatikan kualitas produk perusahaan. Green marketing dan kualitas produk merupakan aspek penting bagi mahasiswa dalam melakukan penilaian terhadap citra merek. Tujuan dalam penelitian ini ialah ingin mengetahui pengaruh green marketing terdapat citra merek, serta kualitas produk sebagai moderasi. Sampel dalam penelitian ini sebanyak 100 mahasiswa UKSW dengan menggunakan purposive sampling sebagai pemilihan sampel. Penelitian ini menunjukan bahwa green marketing berpengaruh terhadap citra merek, serta kualitas produk mempeharuhi kedua hubungan variabel tersebut.
Kata kunci: Citra Merek, Kualitas Produk, Green Marketing.
Abstract
Companies need to observe green marketing methods as a way to build a brand image, because it is important to observing the quality of the company's products. Green marketing and product quality are important aspects for students in assessing brand image. This study aimed to determine the impact of green marketing to brand image, and product quality as a moderation of green marketing and product quality. This research indicate that green marketing has a positive effect on brand image and product quality is proven to moderate both variable relationships.
Keywords: Brand Image, Product Quality, Green Marketing.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
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