The Influence of Green Marketing, Green Awareness and Green Product on Purchase Decision
DOI:
https://doi.org/10.66755/belacoss.v2i1.121Keywords:
Green Marketing , Green Awareness , Green Products , Purchasing DecisionsAbstract
The purpose of this study is to examine how green marketing, green awareness, and green products affect
consumers' decisions to buy. This study employs a descriptive research design and a quantitative methodology.
Users or customers of Sukin Moisturizer goods at the Sukin store in Grand Indonesia, Tanah Abang District,
Central Jakarta Administrative City, DKI Jakarta, made up the study's population. A sample of 160 respondents
was employed in this investigation. Questionnaires were sent in order to gather data. Purposive sampling
combined with non-probability sampling was the method of sample collecting employed in this investigation. Using
the SmartPLS 4.0 data processing tool, the Partial Least Square-Structural Equation Model (PLS-SEM) analyzes
the gathered data. According to the findings of this study, purchasing decisions are significantly influenced
favorably by green marketing, green awareness, and green products.
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