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Customer Satisfaction Mediates Green Marketing and Brand Image On Customer Purchasing Decisions At KFC Ahmad Yani Padang

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This study aims to determine how much influence green marketing and brand image have on customer purchasing decisions through customer satisfaction as an intervening variable at KFC Ahmad Yani Padang. This study consists of two independent variables, namely green marketing and brand image as well as one variable of customer purchasing decisions and the intervening variable of customer satisfaction. The analysis method used is path analysis. The data collection method in this study was to use a questionnaire filled out by respondents, namely KFC Ahmad Yani Padang customers. The results of this study indicate that there is no significant effect of green marketing on customer satisfaction at KFC Ahmad Yani Padang, but brand image has a positive and significant effect on decisions and purchases. Simultaneously Green Marketing and Brand Image influence consumer purchasing decisions where brand image is the most dominant factor.

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Detail Information

Call Number

Manajemen 658.8342 Gebc

Language

Indonesia

NPM

195210723

Publisher

Manajemen : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
Brand Image
customer satisfaction
Green marketing

Other Information

Petugas

Uthi Kurnia

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