Pengaruh Social Influence, Product Quality, dan Environmental Awareness terhadap Keputusan Pembelian Ecobag

This study aims to analyze the influence of social influence, product quality, and environmental awareness on eco bag purchasing decisions among students of the Faculty of Law, Universitas Prima Indonesia. Using a quantitative approach with the SEM-PLS method, this study involved 100 respondents selected through purposive sampling. The results showed that social influence and environmental awareness had a positive and significant influence on purchasing decisions, with environmental awareness as the dominant factor. Meanwhile, product quality did not have a significant influence. Simultaneously, the three variables had a significant influence with an R-square value of 0.817, indicating that the model has good predictive power. This finding implies the importance of a marketing strategy that emphasizes social aspects and environmental awareness in promoting environmentally friendly products to improve consumer purchasing decisions, especially among students. Keywords: Product Quality, Environmental Awareness, Purchasing Decision, Social Influence