The Impact of Green Products, Green Advertising, And Green Branding on The Purchasing Decisions of Ades Bottled Water Among Residents of Bekala Village

Authors

  • Winda Tri Astuti Universitas Medan Area
  • Nindya Yunita Universitas Medan Area
  • Dahrul Siregar Universitas Medan Area

Abstract

This study aims to examine the impact of Green Product, Green Brand, and Green Advertising on the purchasing decisions of Ades bottled water among residents of Kwala Bekala Village. This research employs a quantitative approach. The sample consists of 97 respondents, selected using Simple Random Sampling. Primary data were collected through a questionnaire with a Likert scale for measurement. The data analysis technique used in this study is multiple linear regression analysis. The results indicate that the variables Green Product, Green Brand, and Green Advertising, taken together, have a positive and significant impact on consumer purchase interest in Ades bottled water among residents of Kwala Bekala Village. However, individually, Green Brand has a positive and significant effect on purchasing decisions, whereas Green Product and Green Advertising do not show a positive and significant effect on purchasing decisions. This study provides theoretical implications as a reference for future research related to Green Product, Green Brand, and Green Advertising in consumer purchasing decisions, particularly for Ades bottled water.

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Published

2024-08-20

How to Cite

Tri Astuti, W., Yunita , N., & Siregar , D. (2024). The Impact of Green Products, Green Advertising, And Green Branding on The Purchasing Decisions of Ades Bottled Water Among Residents of Bekala Village. 1St International Conference Epicentrum of Economic Global Framework, 1(1), 423–428. Retrieved from https://proceeding.pancabudi.ac.id/index.php/ICEEGLOF/article/view/100

Issue

Vol. 1 No. 1 (2024): 1St International Conference Epicentrum of Economic Global Framework

Section

Articles