Pengaruh Pemasaran Hijau, Ekuitas Merek, dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Kemasan Tehbotol Sosro Di Lumajang

Abstrak

Sosro bottlrd tea is one of thr popular peckaged tea drinks in Indonesia and became the pioneer of the first packaged tea drink in Indonesia, produced by PT sinar sosro since 1969. Based on available data, sosro bottled tea ranks second in the category og the most purchased ready to drink packaged tea in indinesia. This research aims to determine the influence of green marketing, brand equity, and product quality on the purchase decision of Sosro bottled tea drinks in Lumajang. The method used is aquantitative approach by collecting data trough questionnaires distributed to 80 respondents. The sampling technique used is accidental sampling. Hypothesis testing was carried out using multiple linear regression analysis. After partial testing or t-test, the following result were obtained: 1) green marketing has on significant effect on the purchase decision of sosro bottled tea drinks in Lumajang. 2) brand equity significantly influences the purchase decision of sosro bottled tea drinks in Lumajang. 3) product quality significantly influesces the purchase decision of sosro bottled tea drinks in Lumajang. 4) the coefficient of determination (R2) of 0,415 or 41,5% identifies that the purchase decision is influenced by green marketing, brand equity, and product quality.