THE EFFECT OF GREEN KNOWLEDGE , GREEN MARKETING , AND BRAND IMAGE ON PURCHASE DECISIONS FOR RINSO DETERGENT PRODUCTS IN KEBET VILLAGE (Case Study on Housewives in Kebet Village, Lamongan)

Abstract

This study aims to analyze the influence of green knowledge, green marketing, and brand image on purchasing decisions on Rinso detergent products in Kebet Village, Lamongan. The background of this study is based on the increasing public awareness of environmental issues and how environmentally friendly marketing factors can influence consumer decisions. The research method used is quantitative associative with multiple linear regression analysis techniques. The sample in this study was 90 housewives selected using purposive sampling techniques. The results of the study indicate that green knowledge, green marketing, and brand image partially and simultaneously have a significant effect on purchasing decisions. Brand image is the most dominant variable. This study provides recommendations for manufacturers to strengthen brand image and environmental education to encourage purchasing decisions for environmentally friendly products.