PENGARUH GREEN MARKETING DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM LE MINERALE DI KECAMATAN SUMBERSARI KABUPATEN JEMBER

Abstract

Le Minerale is a brand of bottled drinking water (AMDK) managed by PT Tirta Fresindo Jaya since 2015, and it competes in the Indonesian market through environmentally friendly marketing strategies and the possession of a halal label. Consumers are increasingly influenced by environmental and halal aspects when making purchasing decisions. This study aims to analyze the influence of green marketing and halal labels on purchasing decisions for Le Minerale products in Sumbersari District, Jember Regency. The research method employs a quantitative approach, utilizing a survey of 100 respondents selected through purposive sampling techniques and the Slovin formula. Data collection was carried out through observation, questionnaires, and documentation, then analyzed using multiple linear regression with the help of IBM SPSS Statistics version 25. The results of the study show that green marketing has a significant effect on purchasing decisions (sig. 0.001 < 0.05), the halal label also has a significant effect (sig. 0.008 < 0.05), and both variables simultaneously influence purchasing decisions for Le Minerale products.