The Influence of Branding, Packaging, and Green Product Value Addition on the Purchase Intention of Aerostreet Shoes in Collaboration with Le Minerale.
Keywords:
Branding; Packaging; Green Product Value; Purchase IntentionAbstract
This study aims to analyze the impact of branding, packaging, and green product value addition on the purchase intention of Aerostreet shoes in collaboration with Le Minerale. With an increasing consumer awareness of environmental sustainability, it is essential to understand how these factors influence purchasing decisions. The objectives of this research are to determine the dominant variable affecting consumer purchase intention and to provide strategic insights for companies. A quantitative approach was employed, collecting data through an online survey of 100 respondents across Indonesia. The data were analyzed using multiple regression analysis with SPSS. The results indicate that branding, packaging, and green product value addition significantly affect consumer purchase intention, with branding emerging as the most influential factor. The study concludes that companies should focus on robust branding strategies, innovative packaging designs, and enhancing green product values to attract environmentally conscious consumers. However, the research is limited by its sample size and geographical scope. Future research should expand the sample size and explore additional variables to provide a more comprehensive understanding of consumer behavior in green marketing.
Downloads
References
Smith, J., & Johnson, A. (2021). Environmental Concerns and Consumer Behavior: A Review. Journal of Sustainable Development, 12(3), 45-67.
Brown, R., et al. (2022). Green Product Value Addition and Consumer Purchase Intention: A Case Study. International Journal of Marketing Studies, 14(2), 89-102.
Green, L., et al. (2023). Collaborative Brand Strategies for Sustainability: Impact on Consumer Purchase Intentions. Journal of Sustainable Marketing, 15(1), 23-41.
Purnomo, H., Novita, Y., & Kasim, R. (2024). The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market. Journal of Management and Business (JOMB), 6(3), 9653. https://doi.org/10.31539/jomb.v6i3.9653
Irawan, D. F., Ali, H., & Hadita, H. (2024). Pengaruh Content Marketing, Kolaborasi Brand dan Minat Beli Terhadap Keputusan Pembelian Pada Produk Sepatu Aerostreet di Kranji Bekasi Barat. Journal of Management and Business (JOMB), 6(3), 9653.
Wardani, A. K., et al. (2023). Pengaruh Kolaborasi Sepatu Aerostreet Terhadap Minat Beli Konsumen. Journal of Business Research, 15(2), 123-135.
Ashrori, T. I., & Santosa, S. B. (2023). Analisis Pengaruh Co-Branding, Harga Produk, dan Media Sosial Terhadap Keputusan Pembelian Sepatu Lokal Aerostreet. Journal of Marketing Studies, 14(1), 45-60.
Irawan, D. F., Ali, H., & Hadita, H. (2024). Pengaruh Content Marketing, Kolaborasi Brand dan Minat Beli Terhadap Keputusan Pembelian Pada Produk Sepatu Aerostreet di Bekasi Barat. Journal of Management and Business (JOMB), 6(3), 9653.
Smith, J. A., & Brown, R. T. (2023). The Impact of Green Marketing on Consumer Purchase Intentions: A Multivariate Analysis. Journal of Marketing Research, 60(2), 123-145.
Johnson, L. M., & Lee, K. (2022). Collaborative Branding and Its Effect on Consumer Behavior: A Case Study of Aerostreet and Le Minerale. International Journal of Business and Management, 11(4), 789-805.
Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2021). The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects. Sustainability, 13(8), 4238. https://doi.org/10.3390/su13084238
Ciptaan disebarluaskan di bawah 