The Influence of Brand Image, Green Product, and Health Consciousness on Lemonilo Noodles Purchase Decision in Kebumen
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Abstract
This study investigates the impact of Brand Image, Green Product, and Health Consciousness on the Purchase Decision of Lemonilo noodles in Kebumen Regency. The sample for the study comprised 100 customers of Lemonilo noodles at the specified location. Data were collected via a questionnaire and analyzed using SPSS for Windows version 25.0. The analytical procedure encompasses validity and reliability assessments, classical assumption evaluations, multiple linear regression analyses, hypothesis testing, and coefficient of determination evaluations. This study concludes that: (1) Brand Image positively and significantly influences Purchase Decision; (2) Green Product positively and significantly influences Purchase Decision; (3) Health Consciousness does not exhibit a positive and significant correlation with Purchase Decision; and (4) Brand Image, Green Product, and Health Consciousness collectively demonstrate a significant relationship with Purchase Decision.
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