Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on AVOSKIN PHTE in Yogyakarta

Adisty, Riska and SUBAGYO, SUBAGYO and M., ANAS and ARTHUR, DANIEL (2022) Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on AVOSKIN PHTE in Yogyakarta. 2nd International Conference on Social Science, 383. pp. 416-419.

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Abstract

The longer the future we want, the greater the uncertainty risk we face. Insurance offers protection products for the future. If we are sick, if we die, etc., Then by buying insurance products, uncertainty will be reduced. in this case every perason or institution needs to have protection to protect all. Insurance as a provider of risk management services must be able to offer its products to customers or buyers, as a product that can be trusted, can be accounted for. The research involved 60 respondents in Kediri, the sampling technique in this study used the cluster random sampling method, data processing using quantitative analysis. This research used multiple linear analysis methods. The purpose of this research is: (1)To find out the effect of the promotion mix on purchasing decisions for Zurich Insurance products. (2) To find out whether the promotion mix variable (advertising, sales promotion, personal sales and publicity) has a simultaneous influence on purchasing decisions of Zurich Insurance products. Based on the results of research and discussion: (1) Promotion mix (advertising, sales promotion, personal sales and publicity) has a significant influence (directly influencing) the purchasing decision of insurance products in insurance Zurich, Kediri. (2) That promotion mix variables (advertising, sales promotion, personal sales and publicity have a simultaneous influence on purchasing decisions for insurance products in Zurich, Kediri.

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