Dampak Green Marketing Dan Brand Awarenessterhadap Keputusan Pembelian Pada Produk Air Mineral Aqua Yang Dimoderasi Oleh Brand Trust

Abstract

The aim of this study is to find out if there is an influence between green marketing and brand awareness on the decision to buy Aqua mineral water products when moderated with Brand Trust. The study uses quantitative research, the population in this study are students of Muhammadiyah University Metro of 2020 using Slovin formula in can sample as many as 61 students. The data was processed using the SPSS program version 26. The results of this research showed that green marketing is influential and significant to the decision of purchase, brand awareness is significant and influential to the purchase decision, brand trust as a variable of moderation is able to strengthen green marketing to the purchasing decision of the product of mineral water Aqua and brand trust is capable of strengthening the influence of green marketing on the buying decision of Aqua mineral water products.