Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Vol. 4 No. 3 (2023): Juli

The Influence of Green Marketing, Product Quality and Brand Image on Buying Interest in Bottled Drinking Water Brand Le Minerale

Randi, Randi (Unknown)
Nengsih , Mimi Kurnia (Unknown)

Article Info

Publish Date
03 Jul 2023

Abstract

The purpose of this study was to determine the effect of green marketing, product quality and brand image on consumer buying interest. This type of research is quantitative with a descriptive approach. The research population was all students of the Faculty of Health Sciences, Universitas Muhammadiyah Bengkulu. The number of research samples was 70 people. Data collection using a questionnaire. Data analysis techniques using multiple linear regression analysis. The results showed that partially green marketing has a positive and significant effect on purchase intention, product quality has a positive and significant effect on purchase intention and brand image has a positive and significant effect on purchase intention. Simultaneously there is an influence of green marketing, product quality and brand image on buying interest decisions.

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Journal Info
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Website

Abbrev

JURNALEMAK

Publisher

Indonesian Journal Publisher

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Economics, Management, Accounting and Finance is an online journal with full reference (double-blind peer review) and open access for academics, researchers, postgraduate students, early career researchers and university students, published by ADM Publisher Bengkulu, Indonesia.Jurnal Emak ...