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All Journal Jurnal Manajemen dan Agribisnis Studi Ilmu Manajemen dan Organisasi Asian Journal of Economics and Business Management
Shafira, Nabilla
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Manajemen dan Agribisnis

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Factors Influencing Consumer Purchase Decisions for Aqua Life Indonesia Products: Analysis of Ecolabel Awareness, Green Marketing Mix, and Brand Image Shafira, Nabilla; Sarma, Ma'mun; Rahmayani Johan, Irni
Jurnal Manajemen & Agribisnis Vol. 19 No. 2 (2022): JMA Vol. 19 No. 2, July 2022
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jma.19.2.274

Abstract

This study aims to answer two main objectives. The first is to answer the current eco-label, green marketing mix, and brand image of AQUA Life, and the Second is to answer how eco-label awareness, green marketing mix, and brand image influence consumer purchasing decisions. The study was conducted from November to December 2021. The data collected in this study were primary data obtained from a questionnaire survey in Indonesian, which was distributed via the Google Form link using the Ordinal scale. The sampling method (respondents) used is purposive sampling. The data was processed and analyzed using Structural Equation Modeling. The study's results obtained 105 respondents and showed that the eco-label awareness variable did not significantly affect consumer purchasing decisions for AQUA Life products. The green marketing mix and brand image variables positively and significantly impact consumer purchasing decisions for AQUA Life products. A green marketing mix has a significant effect on brand image. Producers and the government must provide more education to consumers to gain more knowledge about the use of environmentally friendly products and their benefits. Keywords: brand image, consumer purchasing decisions, ecolabel awareness, green marketing mix, structural equation modeling
Co-Authors Afra Nazhirah Andre Setiawan, Andre Banuwa, Laili Fadhila Irni Rahmayani Johan Ma'mun Sarma Mariska, Mega Neli Aida Novia, Siti Arita Rialdi, Azzahra Putri Ribhan Ribhan, Ribhan