The Influence of Green Marketing, Green Awareness and Green Product Innovation on Purchase Decision
Keywords:
Green marketing, Green Awareness, Green Product Innovation, PurchaseAbstract
This research aims to identify and analyze the influence of Green Marketing, Green Awareness, and Green Innovation Products on Purchasing Decision. (Studi pada konsumen AQUA Life di Sunter Agung, Jakarta Utara). The research uses quantitative methods with consumer populations that have purchased environmentally friendly products from Sunter Agung, North Jakarta communities. The samples were selected using purposive sampling techniques, with 206 respondents. Data were collected through questionnaires and analyzed using a double linear regression method to determine the relationship and influence of independent variables (green marketing, green awareness, green product innovation) to dependent variables Purchase decision. This study uses the analysis method of Partial Least Square. (PLS). The results of this study indicate that: (1) green marketing has a significant positive effect on purchasing decision of AQUA Life product customers in Sunter Agung. (2) green marketing has a positive and significant effect on purchasing decision of AQUA Life customers in Sunter Agung. (3) green product innovation does not have a positive and insignificant effect on purchasing decision of AQUA Life product customers in Sunter Agung.
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