The Influence of Green Marketing, Brand Awareness, and Environmental Awareness on Purchasing Decisions (A Case Study on the Purchase of Samsung Brand Inverter AC in Bogor City)

Abstract

This study aims to examine the influence of green marketing, brand awareness, and environmental awareness on the purchase decision of Samsung inverter air conditioners in Bogor City. As public awareness of environmentally friendly products increases, green marketing strategies and strong brand positioning are essential for influencing consumer choices. The study used a quantitative associative-causal approach with a sample of 300 respondents who have purchased Samsung inverter AC units. Data collection was conducted using a structured questionnaire and analyzed through multiple linear regression. The findings show that all three independent variables green marketing, brand awareness, and environmental awareness have a positive and significant influence on purchase decisions, both partially and simultaneously. Brand awareness emerged as the most dominant factor influencing consumers choices, indicating that familiarity and trust in the Samsung brand play a major role in the purchasing process. Additionally, environmental awareness contributes to shaping consumers’ preferences toward energy- saving and eco-friendly products. This study highlights the importance of aligning product strategies with environmental values and brand communication to enhance consumer interest. The implications suggest that Samsung and similar companies should continue promoting their green initiatives and improve public knowledge about the environmental and economic benefits of inverter technology.