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Pengaruh Eco-label dan Environmental Awareness terhadap Keputusan Pembelian Produk Air Minum dalam Kemasan (AMDK) pada Konsumen di Kabupaten Pati

Author


M. Zainal Mustofa Riski(1Mail), Nani Nuraeni(2),
(1) STIE Anindyagua Semarang, Program Studi Manajemen,
(2) STIE Anindyagua Semarang, Program Studi Manajemen,

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Available online: 2026-08-21  |  Published : 2026-08-21
Copyright (c) 2026 M. Zainal Mustofa Riski, Nani Nuraeni
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Abstract


This study aims to analyze the influence of eco-labels and environmental awareness on purchasing decisions of bottled drinking water (AMDK) among consumers in Pati Regency. The study employed a quantitative approach with an explanatory research design. The population consisted of bottled drinking water consumers in Pati Regency, and a sample of 100 respondents was determined using the Lemeshow formula and a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics. The results showed that eco-labels had a positive and significant effect on purchasing decisions, with a t-value of 7.931 and a significance value of 0.000. Furthermore, environmental awareness also had a positive and significant effect on purchasing decisions, with a t-value of 5.699 and a significance value of 0.000. Simultaneously, eco-labels and environmental awareness significantly influenced purchasing decisions, as indicated by an F-value of 64.403 and a significance value of 0.000. The Adjusted R Square value of 0.562 indicates that both variables explain 56.2% of the variation in purchasing decisions, while the remaining proportion is influenced by other factors outside the research model. These findings indicate that the presence of eco-labels and higher consumer environmental awareness can increase purchasing decisions for bottled drinking water products; therefore, companies should strengthen green marketing strategies and environmental education for consumers.

Keywords


eco-label, environmental awareness, purchasing decision, bottled drinking water, green marketing.

References


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