The Effect of Brand Awareness and Eco Label on Purchase Intention of Le Minerale among Islamic Economics Students: Ignoring the Price Factor?

Alwan Setiawan, Intan Padmasari, Eem Hulaemah

Abstract


The bottled water (AMDK) industry in Indonesia has experienced significant growth in line with the
increasing public awareness of the importance of safe and convenient drinking water. One of the brands
that has gained consumer attention is Le Minerale. This study aims to analyze the influence of brand
awareness, price, and eco-label on the purchase intention of Le Minerale products among Islamic
economics students in Java. The research employs a quantitative approach with random sampling
techniques, involving 80 respondents from several provinces. Data analysis was performed using logistic
regression to evaluate the effect of independent variables on the dependent variable. The results show
that brand awareness and eco-label significantly influence students' purchase intention, with odds ratios
of 2.3 and 2.15 times higher, respectively, for students who are more aware of the brand and eco-label
compared to those who are not. On the other hand, the price variable does not significantly influence
purchase intention. These findings indicate that brand awareness and environmental concerns are key
factors in driving purchasing decisions in the segment of Islamic economics students. This research
contributes to the development of environmentally-friendly marketing strategies relevant for companies
to increase their market share.


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DOI: http://dx.doi.org/10.35448/jrat.v18i1.30910

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