PENGARUH GREEN MARKETING DAN GREEN PRICE TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL AQUA

Growing environmental awareness has pushed companies in the bottled water industry to adopt sustainable marketing strategies, yet the effectiveness of green marketing and green pricing on consumer purchase decisions remains inconsistent across studies. This study aims to analyze the effect of green marketing and green price on the purchase decision of Aqua bottled water in Helvetia Medan, both partially and simultaneously. The research applied a quantitative explanatory design. Because the population size was unknown, the sample of 96 respondents was determined using the Lemeshow formula with purposive sampling, targeting consumers who had purchased the product more than five times. Data were collected through an online questionnaire using a five-point Likert scale, tested for validity through Pearson Product Moment correlation and for reliability through Cronbach's Alpha, then analyzed using classical assumption tests and multiple linear regression in SPSS version 26. The results show that green marketing has a positive and significant effect on purchase decisions (t = 2.334; sig. 0.045), while green price also exerts a positive and significant effect (t = 9.118; sig. 0.000) with a more dominant contribution. Simultaneously, both variables significantly influence purchase decisions (F = 408.051; sig. 0.000), explaining 89.8% of its variance.