PENGARUH GREEN MARKETING DAN ENVIRONMENTAL AWARENESS TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL AQUA

Abstract

The emergence of various threat issues regarding sustainability environment, public awareness is also starting to grow this is evidenced with the rise of green consumerism. The purpose of this research was to analyze impact of green marketing and environmental awareness on purchase decision of AQUA mineral water. The population in this research were consumers in Pekanbaru who had consumed of AQUA mineral water with the samples of 150 respondents. The sampling technique used accidental sampling technique. The result of this research was (1) green product are positive and significant on purchase decision (2) green advertising are positive and significant on purchase decision. (3) environmental awareness are positive and significant on purchase decision.

Dengan munculnya berbagai isu ancaman mengenai kelestarian lingkungan hidup, kesadaran masyarakat juga mulai tumbuh ini dibuktikan dengan munculnya green consumerism. Penelitian ini bertujuan untuk menganalisa pengaruh green marketing dan environmental awareness terhadap keputusan pembelian air mineral AQUA. Populasi dalam penelitian adalah konsumen di kota Pekanbaru yang pernah mengkonsumsi air mineral AQUA dengan jumlah sampel sebanyak 150 responden. Teknik pengambilan sampel yang digunakan adalah metode accidental sampling. Hasil dari penelitian menyatakan bahwa (1) green product berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) green advertising berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) environmental awareness berpengaruh positif dan signifikan terhadap keputusan pembelian.