ANALISA PENERAPAN GREEN MARKETING PADA CITRA PRODUK HAPIHOME AIR PURIFYING BAGS (KANTONG PEMBERSIH UDARA HAPIHOME)

MOTIVASI Pub Date : 2024-06-01 DOI:10.32502/mti.v9i1.7895
Imas Permatasari, Andriansyah Bari
{"title":"ANALISA PENERAPAN GREEN MARKETING PADA CITRA PRODUK HAPIHOME AIR PURIFYING BAGS (KANTONG PEMBERSIH UDARA HAPIHOME)","authors":"Imas Permatasari, Andriansyah Bari","doi":"10.32502/mti.v9i1.7895","DOIUrl":null,"url":null,"abstract":"Purpose – The objective of this research is to examine how green marketing influences the brand perception of Hapihome, a locally produced item specializing in Air Purifying Bags composed entirely of Activated Bamboo Charcoal. These bags have the capability to effectively absorb odors, moisture, and bacteria from the surrounding air. Design/methodology – Utilizing a purposeful sampling approach, the study involved 100 participants and employed Google Forms questionnaires as a data collection method. The analysis of green marketing focused on four key elements: green products, green pricing, green distribution channels, and green promotion. Descriptive analysis, employing frequency tables, was utilized to scrutinize respondent characteristics, while quantitative analysis was conducted using StatisticaI Product and Service SoIutions (SPSS). Findings-The green marketing variables examined in the study exert a notable impact on the brand perception of Hapihome. Green product has the highest influence on the brand image of Hapihome. Consumers tend to choose Hapihome products because they have a brand image associated with environmentally responsible business concepts. The consistency between the promotion carried out and the actual business practices is crucial, as inconsistency can damage the brand image and consumer trust.","PeriodicalId":509822,"journal":{"name":"MOTIVASI","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"MOTIVASI","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.32502/mti.v9i1.7895","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

Purpose – The objective of this research is to examine how green marketing influences the brand perception of Hapihome, a locally produced item specializing in Air Purifying Bags composed entirely of Activated Bamboo Charcoal. These bags have the capability to effectively absorb odors, moisture, and bacteria from the surrounding air. Design/methodology – Utilizing a purposeful sampling approach, the study involved 100 participants and employed Google Forms questionnaires as a data collection method. The analysis of green marketing focused on four key elements: green products, green pricing, green distribution channels, and green promotion. Descriptive analysis, employing frequency tables, was utilized to scrutinize respondent characteristics, while quantitative analysis was conducted using StatisticaI Product and Service SoIutions (SPSS). Findings-The green marketing variables examined in the study exert a notable impact on the brand perception of Hapihome. Green product has the highest influence on the brand image of Hapihome. Consumers tend to choose Hapihome products because they have a brand image associated with environmentally responsible business concepts. The consistency between the promotion carried out and the actual business practices is crucial, as inconsistency can damage the brand image and consumer trust.
家庭空气净化袋产品(家庭空气净化袋)的绿色营销分析
目的--本研究旨在探讨绿色营销如何影响人们对 Hapihome 品牌的认知,Hapihome 是一家专门生产空气净化袋的本地企业,产品全部由活性竹炭组成。这些袋子能够有效吸收周围空气中的异味、湿气和细菌。设计/方法--本研究采用有目的的抽样方法,有 100 名参与者参与,并使用谷歌表格问卷作为数据收集方法。绿色营销分析侧重于四个关键要素:绿色产品、绿色定价、绿色分销渠道和绿色促销。利用频数表进行描述性分析,仔细研究受访者的特征,同时使用统计产品和服务系统(SPSS)进行定量分析。研究结果--研究中考察的绿色营销变量对 Hapihome 的品牌认知产生了显著影响。绿色产品对 Hapihome 品牌形象的影响最大。消费者倾向于选择 Hapihome 产品,因为它们的品牌形象与对环境负责的商业理念相关。宣传与实际商业行为的一致性至关重要,因为不一致会损害品牌形象和消费者信任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信