Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Brand Image Pada Produk Makanan Cepat Saji KFC Cabang Sutomo Di Kota Medan
DOI:
https://doi.org/10.30640/ekonomika45.v10i1.1219Keywords:
Green Marketing, Corporate Social Responsibility, Brand ImageAbstract
This research was conducted to determine the effect of green marketing and corporate social responsibility on brand image at the KFC fast food restaurant in Medan City. The population in this study were consumers at KFC fast food restaurants in Medan City. This research uses non probability sampling technique. Data was collected by distributing questionnaires, the number of responses in this study were 100 respondents. The hypothesis is tested using path analysis techniques / path coefficient. The results of hypothesis testing show that all the proposed hypotheses are accepted. Green marketing has a positive and significant effect on brand image, corporate social responsibility has a positive and significant effect on brand image, and green marketing has a positive and significant effect on brand image through corporate social responsibility as the mediation. This is in line with research conducted by Santoso and Ardani (2017)
References
Anjeli, Rini. 2022. Pengaruh Pricing of Green Product Dan Customer Relationship Marketing Terhadap Brand Image Pada Produk Kosmetik Wardah (Studi Pada Konsumen Pesona Kosmetik Pasir Pengaraian). Hirarki: Jurnal Ilmiah Manajemen Dan Bisnis, Vol.04, No.02
Byrne, M. 2003. “Understanding Consumer Preferences Across Environmental Marketing Mix Variations”. OIKOS University of Newcastle.
Chen, Y. S. and C. H. Chang. 2012. “Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust”. Management Decision. 50 (3):pp: 502-520.
Ghozali, Imam. 2009. Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro. Semarang.
Grant, John. 2007. The Green Marketing Manifesto. West Sussex: John Wiley & Sons, Ltd.
Keller, Kevin Lane. (2015). Manajemen Pemasaran. Jilid. 2, Edisi 12. Jakarta:Erlangga
Kotler, P., and Keller, K. L. 2012.Marketing Management (Vol. 14th ed). New Jersey: Pearson-Prentice Hall.
Kotler, Philip. (2015). Manajemen Pemasaran : Analisis, Perencanaan, Implementasi dan Kontrol. Jakarta:PT. Prenhallindo.
Kotler, Philip dan Keller. (2016). Manajemen Pemasaran, Jilid I, Edisi. Kedua belas, PT. Indeks, Jakarta.
Riduwan, E. dan Kuncoro, A. 2014. Path Analysis. Bandung: Alfabeta.
Saleem, Hamad., Raja, Naintara Sarfraz. 2014. The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan. Middle-East. Journal of Scientific Research Vol. 19 No. 5, pp. 706-711.
Santoso, Voni Prila & Ardani, I Gst A Kt Sri. 2017. Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Brand Image Pada Produk Tupperware.E-Jurnal Manajemen Unud, Vol.6, No.3, 1592-1616. ISSN: 2302-8912
Sari, I., & Setiawan, P. (2017). Pengaruh Green Marketing Dan Packaging Terhadap Brand Image Dan Loyalitas Pelanggan Pada Konsumen Starbucks Coffee. E-Jurnal Manajemen Universitas Udayana, 6(7), 250817.
Sutisna dan Prawita. 2001. Perilaku Konsumen dan Komunikasi Pemasaran. Penerbit : PT. Remaja Rosdakarya. Bandung
Tjiptono, F. 2005. Brand Management & Strategy, Cetakan 1. Yogyakarta : Andi Offset
Vaaland, T.I & Morten, H. 2005. Corporate Social Responsiveness: exploring the dynamics of ‘bad episodes’, European Management Journal, Vol. 23 No. 5, pp.495-506.
Wu, S.I, & Wang, W.H. 2014.Impact of CSR Perception on Brand Image, Brand Attitude and Buying Willingness: A Study of a Global Café. International Journal of Marketing Studies; Vol. 6, No. 6, pp. 43-56.
