Jurnal Ilmiah Edunomika (JIE)
Vol. 8 No. 3 (2024): EDUNOMIKA

PENGARUH GREEN MARKETING DAN IKLAN DIGITAL TERHADAP MINAT BELI KONSUMEN PRODUK AQUA (STUDI KASUS KONSUMEN PRODUK AQUA DI MEDAN MALL)

Maulana, Syeh Aditya (Unknown)
Sabrina, Hesti (Unknown)

Article Info

Publish Date
15 Aug 2024

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

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...