THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON PURCHASE DECISION ON LOCAL FASHION BRAND SUKKHACITTA

Malaika, Kayla Vyandini and Pinem, Robetmi Jumpakita (2026) THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON PURCHASE DECISION ON LOCAL FASHION BRAND SUKKHACITTA. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Rapid economic development contributes to unsustainable consumption, shifting consumer interest toward green products. This study aims to examine the partial and simultaneous effects of Green Marketing and Brand Image on Purchase Decisions regarding the Indonesian sustainable fashion brand, SukkhaCitta. Using a quantitative approach based on positivism philosophy, data were collected via questionnaires from 104 respondents who had purchased SukkhaCitta products. The sampling size was determined using the Slovin formula and analyzed using Multiple Linear Regression via SPSS. The results indicate that both Green Marketing and Brand Image have a positive and significant effect on purchase decisions, both partially and simultaneously. Brand Image emerged as the more dominant factor (B = 0.726) compared to Green Marketing (B = 0.375). Together, these variables account for 57.9% of the variance in consumer purchase decisions, while the remaining 42.1% is influenced by external factors
Keywords: Green Marketing; Purchase Decision; Sustainable Fashion; Sukkhacitta.
187 Administrasi Bisnia 2026

Item Type:	Thesis (Undergraduate)
Subjects:	Social Science and Political Science
Divisions:	Faculty of Social and Political Sciences > Department of Business Administration
Depositing User:	diana nirwani
Date Deposited:	08 Jul 2026 06:30
Last Modified:	08 Jul 2026 06:30
URI:	https://eprints2.undip.ac.id/id/eprint/56240

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