The Influence of Green Marketing, Word of Mouth, Brand Image on Purchase Intention

Abstract

The problems of the study are: does green marketing influence purchase intention?, does word of mouth influence purchase intention?, does brand image influence purchase intention?, does green marketing, word of mouth, brand image influence purchase intention?

The type of research explanatory; the sample of this study includes 110 respondents determined by the MLE formula; the sampling technique is simple random sampling; the data is obtained by distributing a questionnaire and then analyzing it using SPSS Version 26.

Green marketing does not influence purchase intention, word of mouth influence purchase intention, brand image influence purchase intention; green marketing, word of mouth, brand image influence purchase intention.

Future research is expected to add the number of samples, expand the research object, and add relevant topics; future research is expected to process data with different analysis tools.