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All Journal Jurnal Ilmiah Edunomika (JIE)
Maulana, Syeh Aditya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH GREEN MARKETING DAN IKLAN DIGITAL TERHADAP MINAT BELI KONSUMEN PRODUK AQUA (STUDI KASUS KONSUMEN PRODUK AQUA DI MEDAN MALL) Maulana, Syeh Aditya; Sabrina, Hesti
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14512

Abstract

This study aims to determine the effect of green marketing and digital advertising on buying interest in Aqua products at Medan Mall. This type of research uses quantitative methods. The population of this study cannot be calculated, therefore using the Cochran formula, the sample used was 96 respondents. The results obtained from this study are partially green marketing (X1) has a positive and significant effect on purchase intention, with a tcount value of 2.002 greater than the ttable 1.985 and the significance value is 0.048 0.05. Simultaneously, green marketing variables (XI) and digital advertising (X2) have a positive and significant effect on purchase intention (Y) of Aqua products at Medan Mall with a value of Fcount (3.960) > Ftable (3.09) and the significance value is 0.02
Co-Authors Hesti Sabrina