THE INFLUENCE OF GREEN MARKETING AND GREEN ADVERTISING ON GREEN BRAND IMAGE AND PURCHASE INTENTION OF ELECTRIC CARS IN INDONESIA

ABSTRACT :The study aimed at testing the effect of green marketing and green advertising on green brandimage and purchase intention. The type of research used is causal associative research with a quantitativeapproach. The data collection method used a sample survey method. The number of respondents in the studywas one hundred respondents and the sampling technique used in this study used convenience sampling. Theanalysis tool used is Path Analysis using SmartPLS. The results of the analysis show that: First, the better thegreen marketing, the better the Green Brand Image created by Electric Cars. Second, the better the GreenMarketing, it does not affect the level of purchase intention of electric cars. Third, the better the greenadvertising, the better the Green Brand Image created by electric cars. Fourth, the better the influence of GreenAdvertising, it does not affect the level of Purchase Intention of electric cars. fifth, the better the influence of theGreen Brand Image, the higher the level of Purchase Intention for electric cars.

KEYWORDS :Green Marketing, Green Advertising, Green Brand Image, Purchase Intention