The Effect Of Green Marketing And Brand Image On Purchase Decisions For The Honda Hr-V, With Purchase Intention As A Mediating Variable, Among The Rurv Community
Keywords:
Green Marketing, Brand Image, Purchase Interest, Purchase Decision, Honda HR-V
Abstract
This study aims to analyze the influence of green marketing and brand image on the purchase decision of the Honda HR-V, both directly and indirectly through purchase intention as a mediating variable among members of the RURV Community. The study employs a quantitative approach using a saturation sampling technique involving all 74 community members. Data were collected via an online questionnaire using a Likert scale and analyzed using SPSS version 27 through validity and reliability tests, descriptive statistics, classical assumption tests, multiple linear regression, t-tests, F-tests, the coefficient of determination, and the Sobel test. The results indicate that green marketing (B = 0.309; p = 0.019), brand image (B = 0.377; p = 0.002), and purchase intent (B = 0.578; p < 0.001) have a positive and significant effect on purchase decisions. Furthermore, green marketing and brand image have a positive and significant effect on purchase intention, with the model explaining 66.4% of the variance. The results of the Sobel test confirmed that purchase intention partially mediates the effects of green marketing (z = 2.352; p = 0.019) and brand image (z = 3.275; p = 0.001) on purchase decisions. These findings indicate that environmentally oriented marketing and a positive brand image contribute to purchase decisions, both directly and through the increase in purchase intention. This study provides implications for automotive marketing strategies, particularly regarding the importance of informative environmental communication and brand image reinforcement to drive consumer interest and purchase decisions.
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Apriliani, D., Baqiyyatus Shalihah, N., Febila, R., & Sanjaya, V. F. (2020). The influence of customer satisfaction, brand image, and customer trust on customer loyalty toward member cards. Entrepreneurship, Business, Management, and Accounting (E-BISMA), 1(1), 20–30. https://doi.org/10.37631/e-bisma.v1i1.214
Arief, M., & Kurriwati, N. (2017). Does green marketing influence purchase decisions? A theoretical perspective. Archives of Business Research, 5(4). https://doi.org/10.14738/abr.54.2791
Fatia, T. M., & Hananto, D. (2024). Green marketing strategies and their impact on consumer perceptions. Neraca: Journal of Economics, Management, and Accounting, 5. https://doi.org/10.8734/mnmae.v1i2.359
Ferdinand, A. (2014). Management Research Methods: A Research Guide for Writing Theses, Dissertations, and Theses in Management Science (5th ed.). Diponegoro University Press.
Ferreiro Rosende, E. (2022). Proposal for a Museum Brand Identity Model: An Online Delphi Study. *methaodos*. Journal of Social Sciences, 10(2), 160–176. https://doi.org/10.17502/mrcs.v10i2.544
Ghozali, I. (2018). Application of Multivariate Analysis Using IBM SPSS 25 (9th ed.). Diponegoro University Press.
Ghozali, I. (2021). Applications of Multivariate Analysis Using IBM SPSS 26 (10th ed.). Semarang: Diponegoro University Press.
Gultom, D. N., & Widodo, A. (2021). The Effect of Green Marketing on Purchase Interest and Its Impact on Purchase Decisions (A Study of Consumers of Bogasari Wheat Flour Products in DKI Jakarta). Journal of Competitive Marketing, 5(1). https://doi.org/10.32493/jpkpk.v5i1.11122
Hamidah, A., Krisdianto, D., & Widayawati, E. (2026). The influence of brand image, price, and service quality on purchasing decisions through purchase intention as an intervening variable. JIAGABI: Journal of Business Administration, 15(1), 185–196. https://jim.unisma.ac.id/index.php/jiagabi/article/view/31105
Izzani, T., & Yosepha, S. Y. (2021). The influence of green marketing and lifestyle on purchasing decisions for Love Beauty Planet products (A case study at Giant Pasar Minggu). Innovative Journal of Management Students, 1(2), 150–157. https://doi.org/10.35968/hb72f459
Kiftiah, T., Tarigan, E. D. S., Sahir, S. H., & Siregar, D. (2022). The Influence of Green Marketing and Brand Image on Tupperware Purchase Decisions on Setia Budi Street. Scientific Journal of Management and Business (JIMBI), 3(2), 203–217. https://doi.org/10.31289/jimbi.v3i2.1283
Kotler, P., & Keller, K. L. (2021). Essentials of Marketing Management (A. Pramesta, Ed.). Yogyakarta: Andi Publishers.
Kotler, P., Keller, K. L., & Chernev, A. (2024). Marketing Management (16th ed., Global ed.). Pearson.
Maliana, … (2020). [Source data not found—please provide the title, journal/publisher, volume, page numbers, and DOI.]
Margono, S. (2020). Educational Research Methodology. Rineka Cipta.
Meilani, W., & Rosa, A. (2024). The influence of brand image and brand awareness on purchasing decisions at the Plaju branch of Pizza Hut Delivery. Al-Kharaj: Journal of Islamic Economics, Finance & Business, 6(2), 2518–2528. https://doi.org/10.47467/alkharaj.v6i2.4570
Napitupulu, T. M., Tumbel, A. L., & Tawas, H. N. (2023). Purchase intention as a mediator of the influence of brand image and celebrity endorsers on purchasing decisions for Emina cosmetic products (A study of female students at the Faculty of Economics and Business, Sam Ratulangi University, Manado). EMBA Journal: Journal of Economic, Management, Business, and Accounting Research, 11(1), 1149–1159. https://doi.org/10.35794/emba.v11i1.47257
Palupi, S. M., & Putranti, E. C. (2025). The impact of green marketing and green brand image on male consumers’ purchase decisions regarding Brand X’s eco-friendly fashion products in Kediri. JEMSI (Journal of Economics, Management, and Accounting), 11(2), 1125–1135. https://doi.org/10.35870/jemsi.v11i2.3997
Puteri, K., & Silvanie, A. (2020). Machine learning for a model to predict the prices of basic food commodities using multiple linear regression. Jurnal Nasional Informatika (JUNIF), 1(2), 82–94.
Riyanto, S., & Hatmawan, A. A. (2020). Quantitative research methods: Research in management, engineering, education, and experiments. Sleman: CV Budi Utama.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed., Global ed.). Pearson.
Setiagraha, D., Junianto, M., & Muharramah, U. (2023). The influence of green marketing on purchase interest and its impact on purchasing decisions at Alfamart minimarkets in Palembang. Journal of Management, Entrepreneur and Cooperative, 2(2), 82–91. https://doi.org/10.56869/jmec.v2i2.509
Sollu, Y., & Hendratmoko, H. (2024). The Influence of Green Marketing and Brand Image on Purchase Decisions for Sensatia Botanicals Products in Jakarta. Journal of Economic, Business, and Accounting (COSTING), 7(4), 10616–10627. https://doi.org/10.31539/costing.v7i4.9628
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.
Sugiyono. (2020). Quantitative, Qualitative, and R&D Research Methods (2nd ed.). Alfabeta.
Sugiyono. (2021). Quantitative, Qualitative, and R&D Research Methods (3rd ed.). Alfabeta.
Sugiyono. (2022). Quantitative, Qualitative, and R&D Research Methods (2nd Edition). Bandung: Alfabeta.
Sugiyono, & Lestari, P. (2021). Communication Research Methods (Quantitative, Qualitative, and Easy Ways to Write Articles for International Journals). Alfabeta.
Susianawati, M., & Nurtantiono, A. (2022). Purchase intention as an intervening variable in the influence of brand image and promotion on the decision to purchase Maybelline mascara. Edunomika Scientific Journal, 6(2). https://doi.org/10.29040/jie.v6i2.4977
Tjiptono, F. (2020). Marketing strategies. Yogyakarta: Andi Offset.
Ulfiah, U., Zainal, V. R., & Hakim, A. (2023). The effect of green marketing on brand image and its impact on purchasing decisions (A case study of students in the Faculty of Administrative Sciences at Universitas Brawijaya who purchase Tupperware products). Dinasti International Journal of Digital Business Management, 4(5), 933–944. https://doi.org/10.31933/dijdbm.v4i5
Yahya, I. K., Putra, C. I. W., & Fikri, A. W. N. (2025). The influence of brand image and product quality on purchasing decisions for Wardah cosmetic variants through purchase intention as an intervening variable. Indonesia Economic Journal, 1(2), 837–850. https://doi.org/10.63822/9q02sj64
Yaputra, H., Kurniawati, K., Risqiani, R., Lukito, N., & Sukarno, K. P. (2023). The effect of green marketing, sustainable advertising, and eco-packaging/labeling on green purchasing behavior (A study on electric vehicles in Indonesia) (pp. 319–330). Atlantis Press. https://doi.org/10.2991/978-94-6463-350-4_31
Yeritama, R., Mardani, R. M., & Sholehuddin, S. (2025). The influence of green marketing and brand image on purchase interest and its impact on the decision to purchase Le Minerale bottled water among students at the Islamic University of Malang. E-Journal of Management Research, 14(01), 1687–1693. https://jim.unisma.ac.id/index.php/jrm/article/view/27478
Zuliyanti, T., Yucha, N., & Arif, D. (2024). The influence of green marketing, lifestyle, and purchase intention on the decision to purchase electric vehicles in Taman Subdistrict. MARGIN ECO, 8(2), 174–185. https://doi.org/10.32764/margin.v8i2.4978
Published
2026-11-05
How to Cite
Muhammad Alif Gammadi, Nurul Hilmiyah, & Nurul Hilmiyah. (2026). The Effect Of Green Marketing And Brand Image On Purchase Decisions For The Honda Hr-V, With Purchase Intention As A Mediating Variable, Among The Rurv Community. International Journal of Economics, Business and Innovation Research, 5(06), 2986-3002. Retrieved from https://e-journal.citakonsultindo.or.id/index.php/IJEBIR/article/view/7152
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