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Muhammad Rizqi Yudhistira
Universitas Bina Nusantara
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Mix Factors Influencing Consumer Purchase Decisions of Eco-Friendly Detergent Muhammad Rizqi Yudhistira; Krismi Budi Sienatra
JURNAL EKUIVALENSI Vol. 12 No. 1 (2026): JURNAL EKUIVALENSI
Publisher : LPPM dan Fakultas Ekonomi dan Bisnis Universitas Kahuripan Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51158/3ahmcy58

Abstract

Currently, MSMEs have begun to expand into environmentally friendly products, for example, environmentally friendly detergents that emphasize green products. As a consumer product used daily, detergent purchasing decisions are influenced by various factors, such as price, promotion, and product quality. MSMEs must fulfill these three things to attract customer interest and thus influence their purchasing decisions. This study aims to determine the effect of price, promotion, and product quality on purchasing decisions of Ray Shop consumers. This study uses a quantitative research type. The data collection method used is a questionnaire. The number of samples used is 50 respondents. The data analysis technique used by researchers in this study is multiple linear regression analysis. The results of the study indicate that there is an influence of price, promotion, and product quality on purchasing decisions of eco-friendly detergents.
Co-Authors Krismi Budi Sienatra