The Influence of Green Marketing, Halal Awareness, and Product Quality on Consumer Purchase Decisions for Oasis Bottled Drinking Water in Jakarta
DOI:
https://doi.org/10.59890/ijmbi.v4i4.52Keywords:
Green Marketing, Halal Awareness, Purchasing Decisions, Bottled WaterAbstract
This study aims to examine and analyze the influence of green marketing, halal awareness, and product quality on purchasing decisions for Oasis bottled drinking water in Jakarta. This research employs a quantitative approach using a survey method, with data collected through questionnaires distributed to consumers of Oasis bottled drinking water in Jakarta. The data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with the assistance of SmartPLS 4.0 software. The results indicate that green marketing has a positive and significant effect on purchasing decisions. This finding suggests that the implementation of environmentally oriented marketing strategies can increase consumers’ tendency to choose and purchase Oasis products. In contrast, halal awareness does not have a significant effect on purchasing decisions, indicating that consumers’ awareness of halal aspects is not yet a primary consideration when purchasing Oasis products. Meanwhile, product quality has a positive and significant effect on purchasing decisions and represents the strongest factor in this study. Therefore, the company needs to maintain product quality while continuously improving its green marketing strategies to encourage consumers’ purchasing decisions.
References
Aghitsni, W. I., & Busyra, N. (2022). Pengaruh kualitas produk terhadap keputusan pembelian kendaraan bermotor di Kota Bogor. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(3), 38–51.
Alam, S. M. S., & Islam, K. M. Z. (2021). Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage. International Journal of Corporate Social Responsibility, 6(1), 8.
Alwy, Y., Muh, H., Trisnawati, H., Abraham, A., & Rukmana, H. (2024). Analisis Regresi Linier Sederhana Dan Berganda Beserta Penerapannya. Journal on Education, 6(02), 13331–13344.
ANDARI, S. E., & Muanas, A. (2023). PENGARUH GREEN MARKETING, LABEL HALAL DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Produk Safi). UIN Surakarta.
Arnould, E. J., & Thompson, C. J. (2005). Consumer Culture Theory (CCT): Twenty Years of Research. Journal of Consumer Research, 31(4), 868–882. https://doi.org/10.1086/426626
Badhwar, A., Islam, S., Tan, C. S. L., Panwar, T., Wigley, S., & Nayak, R. (2024). Unraveling green marketing and greenwashing: A systematic review in the context of the fashion and textiles industry. Sustainability, 16(7), 2738.
Efendi, N., Lubis, T. W. H., & Ginting, S. O. (2023). Pengaruh citra merek, promosi, kualitas pelayan dan store atmosphere terhadap kepuasan konsumen. Jurnal Ekonomi, 28(2), 197–215.
Fauzi, D. H. F., & Ali, H. (2021). Determination of purchase and repurchase decisions: Product quality and price analysis (Case study on Samsung International Journal of Management and Business Intelligence (IJBMI) Vol. No…., 2024: 19 smartphone consumers in the city of Jakarta). Dinasti International Journal of Digital Business Management, 2(5), 794–810.
Gajdzik, B., Siwiec, D., Wolniak, R., & Pacana, A. (2024). Approaching open innovation in customization frameworks for product prototypes with emphasis on quality and life cycle assessment (QLCA). Journal of Open Innovation: Technology, Market, and Complexity, 10(2), 100268.
Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061–2076.
Gunawan, I. (2022). Customer loyalty: The effect customer satisfaction, experiential marketing and product quality. KINERJA: Jurnal Manajemen Organisasi Dan Industri, 1(1), 35–42.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Hasrul, H. (2023). No Title. PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BARANG DI TOSERBA CAHAYA UJUNG (CU) BARU KOTA PAREPARE ( ANALISIS EKONOMI ISLAM ).
Hengboriboon, L., Phaninee, N., Chavis, K., & and Gebsombut, N. (2022). The impact of product image, CSR and green marketing in organic food purchase intention: Mediation roles of corporate reputation. Cogent Business & Management, 9(1), 2140744. https://doi.org/10.1080/23311975.2022.2140744
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41.
Kaur, B., Gangwar, V. P., & Dash, G. (2022). Green marketing strategies, environmental attitude, and green buying intention: A multi-group analysis in an emerging economy context. Sustainability, 14(10), 6107.
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Prentice Hall. 20
Kristiawan, Y., Hartoyo, H., & Suharjo, B. (2021). Customer satisfaction: Service quality or product quality (case study at fast food restaurant in Jabodetabek). Binus Business Review, 12(2), 165–176.
Lin, Y.-H., Lin, F.-J., & Wang, K.-H. (2021). The effect of social mission on service quality and brand image. Journal of Business Research, 132, 744–752.
Maharani, R., Zahara, A. E., & Saijun, S. (2023). Pengaruh Green Marketing, Citra Merek Dan Kualitas Produk Terhadap Loyalitas Pelanggan (Studi Kasus Kfc Jamtos Jambi). Dinamika: Jurnal Manajemen Sosial Ekonomi, 3(2), 1–15.
Mandarić, D., Hunjet, A., & Vuković, D. (2022). The impact of fashion brand sustainability on consumer purchasing decisions. Journal of Risk and Financial Management, 15(4), 176.
Mukhtar, A., & Mohsin Butt, M. (2012). Intention to choose Halal products: the role of religiosity. Journal of Islamic Marketing, 3(2), 108–120. https://doi.org/10.1108/17590831211232519
Mutia, N. M. G., Rahayu, M., & Zuriana, Z. (2025). Pengaruh Green marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Avoskin Beauty Di Bandar Lampung. Seminar Nasional Darmajaya, 1, 161–174.
Nuryakin, N., & and Maryati, T. (2022). Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance? Cogent Business & Management, 9(1), 2065948. https://doi.org/10.1080/23311975.2022.2065948
Pratama, A. A. N., M. Luthfi, H., & and Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in indonesia: the mediating role of attitude. Cogent Business & Management, 10(1), 2168510. https://doi.org/10.1080/23311975.2023.2168510
Romli, N. A., Safitri, D., & Yustitia, P. (2023). Strategi Komunikasi Pemasaran Hijau Dalam Pemberdayaan Kewirausahaan Masyarakat Mat Peci. IKRA-ITH HUMANIORA: Jurnal Sosial Dan Humaniora, 7(3), 59–71.
Salam, A., & Sukiman, S. (2021). Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Merek Aqua. Jurnal Ilmu Manajemen, 11(1), 69–80.
Sari, A. P. (2024). Pengaruh Green Marketing dan Social Media Marketing terhadap Keputusan Pembelian dengan Minat Beli Sebagai Variabel International Journal of Management and Business Intelligence (IJBMI) Vol. No…., 2024: Intervening pada UMKM di Kota Padangsidimpuan. Universitas Medan Area.
Satriadi, S., Supriatna, A., Agusven, T., & Kusuma, S. (2024). PENGARUH PEMASARAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN MINOMLOK COFFE MEET DAN EATERY. Juremi: Jurnal Riset Ekonomi, 3(4), 391–398.
Setyadi, B., Sulaiman, H., & and Santoso, A. (2024). Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects. Cogent Business & Management, 11(1), 2349253. https://doi.org/10.1080/23311975.2024.2349253
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating electronic word of mouth credibility through social networking sites and determining its impact on brand image and online purchase intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008–1024.
SINAGA, S. P. (2024). PENGARUH GREEN MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE INNISFREE DI KOTA MEDAN.
Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174, 121287.
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.
Sundari, S. (2020). Pengaruh Citra Merek, Kesadaran Halal Dan Kualitas Produk Terhadap Keputusan Pembelian Phi Phi Thai Tea Pada Masyarakat (Muslim) Pekanbaru, Riau. UNIVERSITAS ISLAM NEGERI SULTAN SYARIF KASIM RIAU.
Supu, L. P., Lumanauw, B., & Poluan, J. G. (2021). Pengaruh harga produk, promosi, dan kualitas produk terhadap keputusan pembelian konsumen pada produk smartphone samsung di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 919–928.
Tan, L. P., Casidy, R., & Arli, D. (2025). Drivers of strategic green marketing orientation: An SME owner-manager perspective. Journal of Retailing and Consumer Services, 82, 104130.
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
Taufiq, M., & Utomo, S. B. (2022). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Mie Instan Merek Lemonilo. Jurnal Ilmu Dan Riset Manajemen (JIRM), 11(6).
Wulandari, W., & Wiyono, A. S. (2023). PENGARUH KESADARAN MEREK, PEMASARAN HIJAU, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK LE MINERALE DI BOYOLALIPENGARUH KESADARAN MEREK, PEMASARAN HIJAU, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KE. UIN RADEN MAS SAID.
Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177, 121551.
