Effect of green promotion, green products and brand awareness on the decision to purchase Le Minerals in the Pasuruan region
-
Edwin Dwi Kusharianto(1*)
Department of Management, Faculty of Business, Law, and Social Sciences, Muhammadiyah University of Sidoarjo
-
Tofan Tri Nugroho(2)
Department of Management, Faculty of Business, Law, and Social Sciences, Muhammadiyah University of Sidoarjo
-
Dewi Komala Sari(3)
Department of Management, Faculty of Business, Law, and Social Sciences, Muhammadiyah University of Sidoarjo
(*) Corresponding Author
Keywords:
Green Promotion, Green Product, Brand Awareness, Purchasing Decision, Le Minerale, Pasuruan, Green Marketing
Abstract
This study aims to examine the influence of green promotion, green products, and brand awareness on purchasing decisions for Le Minerale products in the Pasuruan region. A quantitative approach was employed using purposive sampling, involving 96 respondents who had previously purchased Le Minerale products. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that green promotion, green products, and brand awareness each have a positive and significant effect on purchasing decisions. Collectively, these variables explain 67.2% of the variance in purchasing decisions, highlighting the importance of environmentally oriented marketing strategies and strong brand recognition in influencing consumer behavior. The findings suggest that consumers are more likely to purchase Le Minerale products when they perceive the products as environmentally friendly and are familiar with the brand. This study contributes to the understanding of green marketing by demonstrating the combined role of environmental promotion, sustainable product attributes, and brand awareness in shaping purchasing decisions. Future research is recommended to include broader geographical coverage and additional variables to provide a more comprehensive understanding of consumer purchasing behavior.
Keywords: Green Promotion; Green Product; Brand Awareness; Purchasing Decision; Le Minerale; Pasuruan; Green Marketing
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References
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Ningrum, Nonik Kusuma, Ambar Lukitaningsih, and Intan Herdiana Larasati (2022). “The Influence of Value Perception, Environmental Knowledge Perception, and Attitudes toward Green Products on Consumers’ Green Purchase Intentions of Ades Mineral Water in the Special Region of Yogyakarta.” Scientific Journal of Batanghari Jambi University, Volume 22, Number 1, pp. 16–21. Jambi: Institute for Research and Community Service, Batanghari Jambi University. Available: https://ejournal3.undip.ac.id/index.php/jiab
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Published
2026-07-13
How to Cite
Kusharianto, E., Nugroho, T., & Sari, D. (2026). Effect of green promotion, green products and brand awareness on the decision to purchase Le Minerals in the Pasuruan region. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1499-1515. https://doi.org/10.35508/jom.v19i2.28321
Section
Articles
