Pengaruh Green Marketing dan Brand Reputation terhadap Keputusan Pembelian

Growing consumer awareness of environmental issues has prompted companies to implement green marketing strategies to meet sustainable needs while building positive brand reputation. This study examines the influence of green marketing and brand reputation on consumer purchase decisions. Using a quantitative approach with descriptive-verificative design, the research involved 150 respondents through purposive sampling technique. Data were analyzed using IBM SPSS Statistics. Results demonstrate that green marketing and brand reputation have positive and significant effects on purchase decisions, both individually and simultaneously. The coefficient of determination of 72.4% indicates that both independent variables explain the variance in purchase decisions, while 27.6% is influenced by other factors. The findings confirm that combining environmentally friendly marketing strategies with credible brand reputation serves as an effective driver of consumer purchase decisions in an increasingly environmentally conscious market.