Pengaruh Green Marketing, Brand Image, dan Ketersediaan Produk terhadap Keputusan Pembelian Air Mineral Cleo di Kota Medan

Abstract

This research aims to determine and analyze the influence Green Marketing, Brand Image, and Product Availability on Purchase Decision of Cleo mineral water in Medan City. The population in this study are consumers who have bought and consumed Cleo mineral water in Medan City. The number of samples in this research were 97, using the purposive sampling technique with the criteria of generation Z being aged 18 to 28 years, ever bought mineral water products of the Cleo brand at least twice and domiciled in Medan Deli, Medan Marelan, and Medan Denai District. Data collection uses a questionnaire. The data analysis technique used is multiple linear regression analysis by using the SPSS program. The results of this research show that green marketing, brand image, and product availability simultaneously have a positive and significant effect on the purchase decision of Cleo mineral water in Medan City. Partially, green marketing has a positive but not significant effect on the purchase decision, brand image has a positive and significant effect on the purchase decision, product availability has a positive and significant effect on the purchase decision.