PENGARUH GREEN MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI AMDK MEREK AQUA DI KALANGAN MAHASISWA S1 FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MATARAM

This study aims to determine the effect of geen marketing and brand image on buying interest of mineral water brand of Aqua among undergraduate degree students of the Faculty of Economics and Business, University of Mataram. This study uses two independent variables; Green Marketing, namely products, prices, promotions and places, and Brand Image, namely professional impression, modern impression, serving all segments and attention to consumers. The sample in the study were 100 respondents using accidental sampling. The method of data analysis uses quantitative methods and analyzed using multiple linear regression analysis. The results of this study are Green Marketing has a positive effect on buying interest. while Brand Image has a negative effect on buying interest.Penelitian ini bertujuan untuk mengetahui pengaruh geen marketing dan brand image terhadap minat beli Amdk merek aqua dikalangan mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Mataram. Penelitian ini menggunakan dua variabel independen dari Green marketing, yaitu produk, harga, promosi dan tempat. Dan Brand image, yaitu Kesan professional, Kesan modern, Melayani semua segmen dan perhatian kepada konsumen. Sampel dalam penelitian sebanyak 100 responden dengan menggunakan accidental sampling. Metode analisis data menggunakan metode kuantitatif dan dianalisis menggunakan analisis regresi linier berganda. Hasil dari penelitian ini adalah green marketing berpengaruh positif terhadap minat beli. sedangkan Brand image berpengaruh negative terhadap minat beli