PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP BRAND IMAGE PADA PRODUK JEANS LEVI’S DI KOTA PALEMBANG

The purpose of this research is testing the influence of green marketing and CSR
(Corporate Social Responsibility) toward brand image Levi’s jeans in Palembang.
Type of this research is descriptive research, the population are people who had it
or bought it: had and bought Levi’s jeans in Palembang. Sample on this research
use purporsive sampling technique with buyer criteria already bought it; had it or
bought it; had it and ready for fill the questionnaire, already 17 years and
domiciled in Palembang. Samples that used are 100 respondent with survei
method. Hypothesis testing use SPSS( Statistical Package for Social Science) 22.
The result of this research using F test from two variables are green marketing and
CSR(Corporate Social Responsibility) have influenced toward brand image.

Keywords: Green Marketing, CSR (Corporate Social Responsibility), Brand Image