DOI of the published article https://doi.org/10.61796/ijecep.v1i3.39
The Influence of Green Promotion, Product Innovation and Brand Image on Le Minerale Product Purchase Decisions
Pengaruh Promosi Hijau, Inovasi Produk dan Citra Merek terhadap Keputusan Pembelian Produk Le Minerale
DOI:
https://doi.org/10.21070/ups.6858Keywords:
Green Promotion, Product Innovation, Brand Image, Purchase DecisionsAbstract
As globalisation progresses, environmental degradation and global warming are two of the most significant phenomena facing the world today. The impact of consumption of goods that are not environmentally friendly is one of the causes of global warming. The research of this article aims to determine the role of green promotion, product innovation, and brand image on purchasing decisions for Le Minerale. The research location is in Sidoarjo City. This research includes explanatory research type, the number of samples used was 96 respondents and used purposive sampling technique. The data collection technique used a questionnaire with a Likert scale. This research test uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedacity test, T test, and coefficient of determination. The analysis results show that the three variables, namely green promotion, product innovation, and brand image, have a significant effect on purchasing decisions for Le Minerale products.
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