PENGARUH GREEN PRODUCT TERHADAP BRAND IMAGE PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA
This research is aimed at: (1) explaining the effect of green product that consist of energy based, material driven, pollution prevention and packaging toward brand image of water drinking of Aqua packaging and (2) revealing dominant effect of research variable. Research is conducted in survey, where data collection is use observation, interview, and questioning delivery to respondent with online model. Research result shows that variables energy based, material driven, pollution prevention dan packaging simultaneously effected significantly. Furthermore, partially it is known that all variable effect significant too. The most variable effect on brand image is material driven where P Value is 0,000. Furthermore, determination coefficient is 53,6 percent, that indicate that model found explaining the brand image variation as much as 53,6 percent. Hence, brand image should be positioned as marketer strategy due to it is influenced, it could be concluded that maintaining brand image will improve product value that deliver to customer.
Keywords: energy based, material driven, pollution prevention, packaging, brand image.