Pengaruh Green Marketing, Distribution Channel, dan Brand Image terhadap Purchase Decision Air Mineral Aqua (Studi Kasus pada Masyarakat di Kecamatan Medan Baru)

Abstract

This research aims to determine how much influence green marketing, distribution channel, and brand image have both partially and simultaneously on purchase decision of Aqua mineral water in Medan Baru District. This research is an associative one with quantitative data types. The population in this study are consumers who have bought and consumed Aqua mineral water and live in Medan Baru District, Medan City. The number of samples in this study were 150, using the purposive sampling technique with the criteria of being aged 17 to 50 years, ever bought bottled drinking water products of the Aqua brand and domiciled in Medan Baru District. The data analysis technique used is multiple linear regression analysis by using the SPSS program. The results of this study indicate that green marketing, distribution channel, and brand image simultaneously have a significant effect on the purchase decision of Aqua mineral water in Medan Baru district and have a contribution of 95% where the remaining 5% of purchase decision is explained by other factors outside the model in this study. Based on the results of the analysis, it was also found that green marketing, distribution channel, and brand image partially have a positive and significant effect on the purchase decision of Aqua mineral water in Medan Baru District.