The Influence of Brand Equity and Green Marketing on Consumer’s Decision to Purchase Honda Beat Series in Surabaya
Journal Title: GATR Journal of Management and Marketing Review - Year 2017, Vol 2, Issue 4
Abstract
Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a costumer’s purchasing decision (Kotler and Armstrong, 2007). This study aims to test the relationship between brand equity, green marketing, and the decision to purchase certain goods. Methodology/Technique – The study uses a sample of 120 respondents, all of whom are purchasers of a Honda Beat Series vehicle, and who live in Surabaya. The data is analyzed using multiple linear regression. Findings – The study examines the purchase of the Honda Beat Series motorcycle in Surabaya City, in the East Java Province, Indonesia. East Java is regarded as a province with the highest selling rate; in 2014, the province recorded a market share of 17.1%. This study found that brand equity and green marketing both have a significant positive effect on a consumer’s decision to purchase. Novelty – This study assesses the efficacy of Honda’s green marketing strategy, through the use of the PGM-Fi system, which is considered to set them apart from its competitors.
Authors and Affiliations
Syaifurrizal Wijaya Putra, Tatang Ary Gumanti
Keywords
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