The impact of brand awareness, green marketing, and consumer behaviour on purchasing decisions: Empirical evidence from Bottled Water consumers in South Jakarta

Ahmad Ridoan; Abdul Rochman; Viniyati Maftuchach

doi:10.55942/jebl.v5i1.580

Authors

Ahmad Ridoan Universitas Teknologi Muhammadiyah Jakarta
Abdul Rochman Universitas Teknologi Muhammadiyah Jakarta
Viniyati Maftuchach Universitas Teknologi Muhammadiyah Jakarta

DOI:

https://doi.org/10.55942/jebl.v5i1.580

Keywords:

brand awareness, green marketing, consumer behaviour, purchasing decisions, sustainability

Abstract

The bottled water industry in Indonesia is experiencing rapid growth and increasingly fierce competition, in line with the growing public demand for hygienic and practical products. Additionally, consumer awareness of environmental and sustainability issues also influences purchasing preferences. However, there is a limited amount of empirical research that simultaneously examines the influence of brand awareness, green marketing, and consumer behaviour on purchasing decisions, particularly for AMDK products in urban areas. This study aims to analyse the influence of these three variables on purchasing decisions for Aqua products in South Jakarta. This study employs a quantitative approach using a survey method targeting 160 Aqua consumers selected through purposive sampling. Data were collected via questionnaires and analysed using validity and reliability tests, as well as multiple linear regression.The results indicate that brand awareness has the most significant influence on purchasing decisions, followed by green marketing and consumer behaviour. The research model explains 85.8% of the variation in purchasing decisions. The limitations of this study lie in its geographical scope and limited sample size, meaning the results cannot be generalised nationally.The main contribution of this study is to provide new empirical evidence regarding the integration of the three main variables in the context of the Indonesian bottled water industry, as well as offering practical recommendations for companies to strengthen their sustainability-based marketing strategies and brand reinforcement.

Author Biographies

Ahmad Ridoan, Universitas Teknologi Muhammadiyah Jakarta

Ahmad Ridoan is an undergraduate student in the Management Study Program at Universitas Teknologi Muhammadiyah Jakarta. His academic interests include consumer behavior, marketing strategy, and digital business transformation. He is actively involved in research projects focusing on the role of branding and consumer trust in digital commerce settings.

Abdul Rochman, Universitas Teknologi Muhammadiyah Jakarta

Abdul Rochman is a senior lecturer in the Management Study Program at Universitas Teknologi Muhammadiyah Jakarta. His research focuses on strategic management, marketing innovation, and business development in emerging economies. With extensive experience supervising undergraduate and postgraduate theses, he actively contributes to academic publications and community development programs.

Viniyati Maftuchach, Universitas Teknologi Muhammadiyah Jakarta

Viniyati Maftuchach is a lecturer in the Department of Management with expertise in marketing management and business strategy. She is currently pursuing her doctoral degree in Management at Pakuan University. Her research interests include consumer decision-making, retail marketing, and the influence of digital platforms on business performance. She has supervised numerous undergraduate and postgraduate theses in marketing-related topics.

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