The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product

摘要

The research aims to determine the direct and indirect effects of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. This research is explanatory research using a sample of 100 Teh Kotak consumers in Surabaya. The analysis technique used was path analysis. The results show that green packaging and green advertising, directly and indirectly, affect brand image and purchase decision of Teh Kotak product in Surabaya, and brand image had an effect on purchase decision of Teh Kotak product.