ANALISIS PENGARUH GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY, BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The purpose of this research is to analyze the influence green marketing, corporate social responsibility and
brand awareness to the customer purchasing decision of cleo mineral water in Surabaya. The population in this
research is all customers of cleo mineral water in Surabaya. This research is a comparative causal research and
the data is the primary and the secondary data. The data collection technique has been carried out by issuing
questionnaires whereas the sample collection technique has been done by using nonprobability sampling and 100
respondents have been selected as samples. The data analysis technique has been carried out by using multiple
linear regressions analysis. The result of the research shows that green marketing gives positive and significant
influence to the purchasing decision, corporate social responsibility gives positive and significant influence to the
purchasing decision and brand awareness gives significant and positive influence to the purchasing decision of
cleo mineral water. Meanwhile, brand awareness gives dominant influence to the purchasing decision of cleo
mineral water in Surabaya. It shows that the truth of all hypothesis in this research have been proven.

Keywords: Green marketing, corporate social responsibility, brand awareness and purchasing decision.