PENGARUH KESADARAN MEREK, KUALITAS PRODUK DAN KEPEDULIAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA UMKM GRIYA MADUKARA PRODUK ECOPRINT DI KOTA MALANG)

ABSTRACT
This study aims to examine the influence of brand awareness, product quality, and
environmental concern on purchasing decisions for ecoprint products in Malang
City. The type of research used is explanatory research. Data were collected
through questionnaires using the Lemeshow formula with a total of 97 respondents
from ecoprint product consumers in the area. The approach applied was
quantitative using multiple linear regression analysis as a data analysis tool. The
results of the study revealed that brand awareness, product quality, and concern
have a positive and significant effect on purchasing decisions. These findings
indicate that marketing strategies that focus on increasing brand awareness,
improving product quality, and concern for environmental issues play a significant
role in driving consumer purchasing decisions for ecoprint products.