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The Influence of Brand Equity and Green Marketing on Consumer's Decision to Purchase Honda Beat Series in Surabaya

Author

Listed:
  • Syaifurrizal Wijaya Putra

    (University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia Author-2-Name: Tatang Ary Gumanti Author-2-Workplace-Name: University of Jember, Jalan Kalimantan 37, Jember, Jawa Timur 68121 Indonesia)

Abstract

Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a costumer's purchasing decision (Kotler and Armstrong, 2007). This study aims to test the relationship between brand equity, green marketing, and the decision to purchase certain goods. Methodology/Technique – The study uses a sample of 120 respondents, all of whom are purchasers of a Honda Beat Series vehicle, and who live in Surabaya. The data is analyzed using multiple linear regression. Findings – The study examines the purchase of the Honda Beat Series motorcycle in Surabaya City, in the East Java Province, Indonesia. East Java is regarded as a province with the highest selling rate; in 2014, the province recorded a market share of 17.1%. This study found that brand equity and green marketing both have a significant positive effect on a consumer's decision to purchase. Novelty – This study assesses the efficacy of Honda's green marketing strategy, through the use of the PGM-Fi system, which is considered to set them apart from its competitors.

Suggested Citation

  • Syaifurrizal Wijaya Putra, 2017. "The Influence of Brand Equity and Green Marketing on Consumer's Decision to Purchase Honda Beat Series in Surabaya," GATR Journals jmmr168, Global Academy of Training and Research (GATR) Enterprise.
  • Handle: RePEc:gtr:gatrjs:jmmr168
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    More about this item

    Keywords

    Brand Equity; Green Marketing; Marketing; Decision to Purchase; Regression Analysis;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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