Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on AVOSKIN PHTE in Yogyakarta

Adisty Riska Hardianti; Subagyo; M. Anas; Arthur Daniel Limantara

doi:10.2991/978-2-494069-49-7_69

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Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on AVOSKIN PHTE in Yogyakarta

Authors

Adisty Riska Hardianti¹, Subagyo², M. Anas², Arthur Daniel Limantara³^{, *}

¹Faculty of Economic, Kadiri Islamic University, Kediri, Indonesia

²Faculty of Economic and Business, Nusantara PGRI University, Kediri, Indonesia

³Department of Informatics, Cahaya Surya College of Technology, Kediri, Indonesia

^*Corresponding author. Email: arthur.limantara@gmail.com

Corresponding Author

Arthur Daniel Limantara

Available Online 29 December 2022.

DOI: 10.2991/978-2-494069-49-7_69 How to use a DOI?
Keywords: Purchase Decision; Green Brand; Green Advertising; Green Product
Abstract: This study aims to determine how the influence of green brand, inexperience advertising and inexperience merchandise on purchasing decisions on AVOSKIN PHTE skincare products in Yogyakarta. This research is an open quantitative descriptive study with buyers of Avoskin PHT skin care products. The most striking result in this study is that Green products no longer have a significant effect on purchase options. And for Green products, green advertising and inexperienced producers simultaneously have a high quality impact on purchase choices.
Copyright: © 2023 The Author(s)
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title: Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
Series: Advances in Social Science, Education and Humanities Research
Publication Date: 29 December 2022
ISBN: 978-2-494069-49-7
ISSN: 2352-5398
DOI: 10.2991/978-2-494069-49-7_69 How to use a DOI?
Open Access: Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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ris enw bib

TY  - CONF
AU  - Adisty Riska Hardianti
AU  - Subagyo
AU  - M. Anas
AU  - Arthur Daniel Limantara
PY  - 2022
DA  - 2022/12/29
TI  - Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on AVOSKIN PHTE in Yogyakarta
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 415
EP  - 419
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_69
DO  - 10.2991/978-2-494069-49-7_69
ID  - Hardianti2022
ER  -

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