Pengaruh Green Product Terhadap Brand Image Pada Susu Cair Dalam Kemasan Siap Minum Frisian Flag

This study aims to determine and prove whether the green product variable in Frisian Flag ready-to-drink liquid milk has a positive and significant effect on brand image. The population in this study were the consumers of Frisian Flag products. The sampling technique in this study using purposive sampling with a sample size of 100 respondents. In this study, the data collection technique used was a questionnaire instrument. The analysis technique used is validity test, reliability test,classic assumption test, namely normality test and heteroscedasticity test, simple linear regression analysis, t test, and the coefficient of determination (R2). The results obtained in this study indicate that the green product variable has a positive and significant effect on the brand image of liquid milk in Frisian Flag ready-to-drink packages.