Pengaruh Green Marketing, Brand Awareness, Green Product, Price, Brand Image Dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Le Minerale (Studi Kasus Pada Mahasiswa Kota Malang)

Abstract

Abstract

This study aims to analyze the influence of Green Marketing, Brand Awareness, Green Product, Price, Brand Image, and Electronic Word of Mouth on the Purchase Decision of Le Minerale bottled drinking water among university students in Malang City. This research employed a quantitative approach using a survey method by distributing questionnaires to 135 respondents selected through purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 26.0, including validity, reliability, classical assumption, F-test, t-test, and coefficient of determination (R²) analyses. The results indicate that Green Marketing, Brand Awareness, Green Product, Price, Brand Image, and Electronic Word of Mouth simultaneously have a significant effect on Purchase Decision. Partially, Green Marketing, Brand Awareness, Green Product, Price, and Electronic Word of Mouth have a positive and significant effect on Purchase Decision, while Brand Image has no significant effect. The adjusted coefficient of determination (Adjusted R²) of 0.735 indicates that 73.5% of the variation in Purchase Decision can be explained by the six independent variables, while the remaining 26.5% is influenced by other factors outside this study. These findings suggest that implementing Green Marketing strategies, strengthening brand awareness, developing environmentally friendly products, offering competitive pricing, and optimizing Electronic Word of Mouth can effectively enhance consumers' Purchase Decision toward Le Minerale bottled drinking water.

Keywords: Green Marketing, Brand Awareness, Green Product, Price, Brand Image, Electronic Word of Mouth, Purchase Decision