Serang Raya University, Indonesia
BibTex Citation Data :
@article{JSMO72674, author = {Yoga Adiyanto}, title = {BRAND IMAGE AND PURCHASE DECISIONS: CONSUMER SOCIAL VALUES IN GREEN MARKETING}, journal = {JURNAL STUDI MANAJEMEN ORGANISASI}, volume = {22}, number = {2}, year = {2025}, keywords = {Brand_Image; Purchase_Decisions; Green_Marketing; Consumer_Social_Values; Indonesian_Government_Policy;}, abstract = { This study examines the relationship between brand image, consumer social values, and purchase decisions within the context of green marketing for electric motorcycles. Specifically, it explores how the Indonesian government’s vision for environmental sustainability aligns with consumer values and influences their purchase behavior. The research employs both qualitative and quantitative methods, collecting data through surveys and in-depth interviews to understand the key drivers behind consumer purchasing decisions for electric motorcycles in Indonesia. Findings indicate that consumers are increasingly considering environmental impact, alongside brand image, when making purchase decisions. Moreover, government policies promoting green initiatives further enhance consumer willingness to engage with electric motorcycle brands. This paper offers valuable insights for marketers looking to leverage green marketing strategies in the rapidly growing electric vehicle sector in Indonesia. }, doi = {10.14710/jsmo.v22i2.72674}, url = {https://ejournal.undip.ac.id/index.php/smo/article/view/72674} }
Refworks Citation Data :
This study examines the relationship between brand image, consumer social values, and purchase decisions within the context of green marketing for electric motorcycles. Specifically, it explores how the Indonesian government’s vision for environmental sustainability aligns with consumer values and influences their purchase behavior. The research employs both qualitative and quantitative methods, collecting data through surveys and in-depth interviews to understand the key drivers behind consumer purchasing decisions for electric motorcycles in Indonesia. Findings indicate that consumers are increasingly considering environmental impact, alongside brand image, when making purchase decisions. Moreover, government policies promoting green initiatives further enhance consumer willingness to engage with electric motorcycle brands. This paper offers valuable insights for marketers looking to leverage green marketing strategies in the rapidly growing electric vehicle sector in Indonesia.
Article Metrics:
Last update:
Last update: 2025-12-03 07:08:56
In order to be accepted and published by Jurnal Studi Manajemen Organisasi, the author (s) who submit a manuscript should complete the review process. Jurnal Studi Manajemen Organisasi articles are distributed under a Creative Commons Attribution-ShareAlike 4.0 International License (CC BY-SA 4.0). Articles can be read, shared, and adapted even for commercial purposes under the following conditions:
The copyright of received articles is assigned to the author (s). The author (s) have the right to the articles that have been published. The Editorial Team of Jurnal Studi Manajemen Organisasi and the Author(s) strive to ensure that no errors occur in the articles that have been published, both data errors and statements in the articles. Authors who publish in this journal agree to the following terms:
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during submission, as it can lead to productive exchanges and earlier and greater citation of published work.
View My Stats
Jurnal Studi Manajemen Organisasi (e-ISSN : 2828-4534) is a scientific journal published by Management Departement Faculty of Economics and Business Diponegoro University under license Creative Commons Attribution-ShareAlike 4.0 International License.
