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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Nur Adinda
Universitas Malikussaleh
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THE INFLUENCE OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS ON MOUNT AQUA PRODUCTS BY THE LHOKSEUMAWE CITY COMMUNITY WITH BRAND IMAGE AS A MEDIATING VARIABLE Nur Adinda; Ikramuddin; Teuku Zulkarnaen; Mohd Heikal
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i3.2003

Abstract

The purpose of this study is to to test the direct impact of Green marketing Mix on Brand Image of Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Green Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Brand image on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, and to test the indirect influence of Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community. The study used a quantitative method with a sample size of 96 respondents. The results showed that green products, green places , brand image influenced purchasing decisions on young consumers who use Mount Aqua products in Lhokseumawe City. while green price, and green promotion do not affect purchasing decisions of young consumers who use Mount Aqua products in Lhokseumawe City. Green marketing Mix has a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City. Purchasing Decisions have a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City.
Co-Authors Ikramuddin, Ikramuddin Mohd. Heikal Teuku Zulkarnaen