The Effect Of Green Marketing And Brand Image On Purchase Decisions Of Mineral Water Aqua Consumers In Pekanbaru City Through Moderation Of Brand Trust

This study examines The Effect of Green Marketing and Brand Image on the Purchase Decisions of AQUA Mineral Water consumers in Pekanbaru City, with Brand Trust as a moderating variable. The study focuses on Pekanbaru residents who purchase and consume AQUA Mineral Water. Data were collected from 226 respondents using a purposive sampling method. The analysis was conducted employing SMART PLS 3.2.9 within a quantitative method. The key findings are as follows: 1) Green Marketing positively and significantly affects Brand Trust among AQUA Mineral Water consumers in Pekanbaru City. 2) Brand Image also positively and significantly influences Brand Trust among these consumers. Additionally, 3) Green Marketing significantly affects Purchase Decisions, while 4) Brand Image positively impacts Purchase Decisions, though not significantly. Furthermore, 5) Green Marketing positively and significantly affects Purchase Decisions when moderated by Brand Trust. 6) Brand Image likewise positively influences Purchase Decisions when Brand Trust is a moderating variable. Finally, 7) Brand Trust significantly and positively impacts the Purchase Decisions of AQUA Mineral Water consumers in Pekanbaru City.