Pengaruh Green Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Merek Aqua

Abstract

This research aims to determine the effect of green marketing on purchasing decisions, the effect of brand awareness on purchasing decisions, and the effect of green marketing and brand awareness on purchasing decisions The type of research used in this study was a survey, because this research used instrument questionnaires to obtain data. The Population in this study is student all majors of Politeknik Negeri Batam ever make purchasing product of Drinking Water In Package (AMDK) brand Aqua. Data analysis technique used is multiple regresion, with sample of 100 respondents by using purposive sampling. Instrument of validity test using product moment correlation analysis from Pearson, while for reliability test using Cronbach Alpha. The results of this study explain about the significant green marketing significant to the purchase decision, brand awareness significantly to the purchase decision, and green marketing and brand awareness simultaneously against the purchase decision