Green Product dan Corporate Social Responsibility terhadap Purchase Intention yang Dimediasi oleh Brand Image pada Produk Tupperware di Kota Bandung

Ghea Nazwa Chaeranieza; Desmiza Desmiza

doi:10.31539/jomb.v6i4.10022

Ghea Nazwa Chaeranieza Universitas Jenderal Achmad Yani
Desmiza Desmiza Universitas Jenderal Achmad Yani

DOI: https://doi.org/10.31539/jomb.v6i4.10022

Abstract

The purpose of this study was to determine the effect of Brand Image and corporate social responsibility on Purchase Intention mediated by Brand Image on Tupperware product consumers in Bandung. This study involved a sample of 120 people with a purposive sampling technique. The type of data used is primary data, This research data comes from a questionnaire, The time horizon in collecting this research data is qualified as a cross-sectional or one shot study. To test the hypothesis in this study using multiple regression tests and Sobel tests. The results of this study indicate that green products and Corporate social responsibility have a positive effect on purchase intention, and Brand image mediates the relationship between green products and Corporate social responsibility on purchase intention.

Keywords: Brand Image, Corporate Social Responsibility, Purchase Intention, Green Product

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