THE INFLUENCE OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS ON MOUNT AQUA PRODUCTS BY  THE LHOKSEUMAWE CITY COMMUNITY WITH BRAND  IMAGE AS A MEDIATING VARIABLE

Nur Adinda; Ikramuddin; Teuku Zulkarnaen; Mohd Heikal

doi:10.54443/morfai.v4i3.2003

THE INFLUENCE OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS ON MOUNT AQUA PRODUCTS BY THE LHOKSEUMAWE CITY COMMUNITY WITH BRAND IMAGE AS A MEDIATING VARIABLE

Nur Adinda

Ikramuddin

Teuku Zulkarnaen

Mohd Heikal

The purpose of this study is to to test the direct impact of Green marketing Mix on Brand Image of Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Green Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Brand image on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, and to test the indirect influence of Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community. The study used a quantitative method with a sample size of 96 respondents. The results showed that green products, green places , brand image influenced purchasing decisions on young consumers who use Mount Aqua products in Lhokseumawe City. while green price, and green promotion do not affect purchasing decisions of young consumers who use Mount Aqua products in Lhokseumawe City. Green marketing Mix has a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City. Purchasing Decisions have a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City.

Keywords: Green marketing mix , purchasing decisions, brand image.

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