PENGARUH BRAND IMAGE, STRATEGI GREEN MARKETING DAN EMOTIONAL DESIRE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK UNILEVER

Abstract

This study aims to determine the influence of Brand Image, Green Marketing Strategy, and Emotional Desire on consumers’ purchasing decisions for Unilever products in Samarinda City. The research employed a quantitative approach using a survey method by distributing questionnaires to 102 respondents. The research instrument consisted of 15 indicators measured using a Likert scale. The data analysis technique used was multiple linear regression with the assistance of SPSS software. The results show that Brand Image has a positive but insignificant effect on purchasing decisions. Green Marketing Strategy has a negative and significant effect on purchasing decisions, which is suspected to be due to consumers’ perceptions of the price of environmentally friendly products. Emotional Desire has a positive and significant effect on purchasing decisions, indicating the role of consumers’ emotional attachment to Unilever’s values and social campaigns in driving purchase decisions. These findings suggest that efforts to strengthen brand image and build emotional connections need to be integrated with pricing strategies and Green Marketing communications that are more acceptable to consumers.