Jurnal PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE PADA PRODUK TUPPERWARE

Jurnal PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE PADA PRODUK TUPPERWARE

ABSTRACT : This study aims to
determine the effect of Green Marketing and Corporate Social Responsibility
Brand Image on Tupperware products. The study population is consumer users
Tupperware products. This study used a non-probability sampling techniques.
The data were collected by distributing questionnaires, the number of respondents
in this research were 100 respondents. The hypothesis was tested using the
technique of path analysis (path analysis) and Sobel test. Hypothesis testing
results showed that all the way down the hypothesis is accepted. Green
marketing is positively and significantly related to corporate social
responsibility, green marketing and a positive effect on brand image,
corporate social responsibility positive and significant impact on the brand image
as well as green marketing positive and significant impact on the brand image
through corporate social responsibility as mediation.

Keywords : green marketing,
corporate social responsibility, brand image

Author : Voni Prila Santoso, I
Gusti Ayu Ketut Sri Ardani

Journal Code: jpmanajemendd170089



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