Analisis Pengaruh Green Product, Green Brand Dan Green Advertising Terhadap Proses Keputusan Pembelian Kaca Film Vkool Di Palembang

This study aims to determine whether the variable of brand image, product
quality, and price has an influence on purchasing decisions lipstick Oriflame in
Palembang. The population in this study are all consumers who use lipstick
Oriflame in Palembang. The sample in this study were 96 respondents. Data
analysis technique used is the test of validity, reliability test, classic assumption
test (test for normality, multicollinearity, and heteroscedasticity), multiple linear
regression, t-test, F, and the coefficient of determination. The results obtained
found that the brand image does not affect the purchase decision, while the quality
of products and prices partially influence on purchase decisions kaca film vkool.