ANALYSIS OF GREEN MARKETING MIX ON PURCHASE DECISIONS FOR AQUA LIFE PRODUCTS IN BOGOR CITY

This study aims to analyze the influence of Green Marketing Mix elements (green product, green price, green promotion, green place) on the purchase decision of Aqua Life product in Bogor City. The research uses a quantitative descriptive approach with multiple linier regression analysis. Data was collected through a questionnaire to 100 respondents who had purchased Aqua Life products. The results shows that green products and green promotion had the most dominant influence on purchase decisions, followed by green prices and green places. These findings show that eco-friendly products, effective promotional strategies, competitive pricing, and strategic distribution access are key factors in influencing consumer purchasing decisions. This research provides recommendations to PT. Danone Indonesia to increase consumer awareness through education environmentally friendly products and strengthen product distribution in the market.