Pengaruh Green Marketing, Citra Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Skincare Avoskin (Studi Kasus Pada Konsumen di Store Underprice Jamin Ginting Medan)

Abstract

This research aims to determine and analyze the influence of green marketing, brand image and product quality on purchasing decisions for Avoskin skincare products. This research is associative research and the type of data used is quantitative data. The population in this study were consumers who had shopped for Avoskin skincare at the Jamin Ginting Medan underprice store. The number of samples in this study was 100 people with a sampling technique using purposive sampling with the criteria being consumers aged over 17 years and consumers who had shopped at underprice stores. The data analysis used is multiple linear regression analysis. Data processing in research uses SPSS 25. The results of this research show that simultaneously green marketing, brand image and product quality have a positive and significant effect on purchasing decisions. Partially, green marketing, brand image and product quality have a positive and significant influence on purchasing decisions for Avoskin skincare products. And based on the coefficient of determination the independent variable is able to influence the dependent variable by 92.8%.