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.
Type of Paper -
Empirical
Keywords:
Brand Equity; Green Marketing; Marketing; Decision to Purchase; Regression Analysis.
JEL Classification:
M30, M31.
