The Influence of Green Products, Healthy Lifestyle, and Brand Image on Purchasing Decisions of Lemonilo Noodles in Bangkalan City – Kamal Village
DOI:
https://doi.org/10.53697/emak.v6i4.3016Keywords:
Green Product, Healthy Lifestyle, Brand Image, Purchasing Decision, Healthy Instant NoodlesAbstract
This study aims to determine the influence of Green Product, Healthy Lifestyle, and Brand Image on purchasing decisions for Lemonilo instant noodles. The background of this study is based on the increasing consumer awareness of the importance of healthy and environmentally friendly products, as well as the growing image of Lemonilo as a pioneer of healthy instant noodles in Indonesia. The research method used is a quantitative approach with multiple linear regression analysis techniques. Data were obtained from 93 respondents in Kamal Village, Bangkalan Regency, collected through questionnaires. The independent variables in this study are Green Product (X1), Healthy Lifestyle (X2), and Brand Image (X3), while the dependent variable is Purchase Decision (Y). The results of the study indicate that partially and simultaneously the three independent variables have a significant effect on purchasing decisions. The regression coefficient shows that Green Product has the most dominant influence, followed by Brand Image and Healthy Lifestyle. The R Square value of 1.000 indicates that 100% of the variation in purchasing decisions can be explained by these three variables. This study concludes that environmental aspects, healthy lifestyle, and brand image are important factors in influencing consumer behavior towards purchasing Lemonilo instant noodles. This research is expected to provide input for companies in developing marketing strategies based on sustainability and health.
Downloads
References
Adawiyah, R., Sari, D. P., & Pratiwi, R. (2022). Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Mie Instan Lemonilo. Jurnal Manajemen Pemasaran, 10(1), 45–56. https://doi.org/10.31289/jmp.v10i1.12345
Arundati, R. (2024). The Influence of Green Trust, Ecological Knowledge, Ecological Concern, and Green Attitude on Intention to Buy Green Products in Yogyakarta. Review of Integrative Business and Economics Research, 13(4), 474-483, ISSN 2414-6722, https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85212965968&origin=inward
Cresswell, J. W. (2021). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications.
Dhaefina, R. (2021). Pengaruh Brand Image terhadap Keputusan Pembelian Produk Mie Instan Lemonilo. Jurnal Manajemen Pemasaran, 9(2), 112–120. https://doi.org/10.31289/jmp.v9i2.9876
Emzir, M. (2022). Metodologi Penelitian Pendidikan: Kuantitatif dan Kualitatif. Rajawali Pers.
Gaag, E. van der (2020). Influence of dietary advice including green vegetables, beef, and whole dairy products on recurrent upper respiratory tract infections in children: A randomized controlled trial. Nutrients, 12(1), ISSN 2072-6643, https://doi.org/10.3390/nu12010272
Gramediwila, E. S. (2025). Analisis Pengaruh Green Product, Healthy Lifestyle, dan Brand Image terhadap Keputusan Pembelian Mie Instan Lemonilo di Kota Yogyakarta dan Sekitarnya. Universitas Kristen Duta Wacana. http://repository.ukdw.ac.id/9622/
Gunawan, A. (2022). Pengaruh Brand Image dan Green Product terhadap Keputusan Pembelian Mie Lemonilo. Jurnal Manajemen Pemasaran, 10(1), 45–56. https://doi.org/10.31289/jmp.v10i1.12345
Jesica, R., et al. (2023). Pengaruh Brand Ambassador terhadap Brand Image dan Keputusan Pembelian Mie Lemonilo di Manado. Jurnal EMBA, 11(1), 23–34. https://doi.org/10.31289/jemba.v11i1.9876
Lutfi, M., & Baehaqi, A. (2022). Healthy Lifestyle sebagai Faktor Penentu Keputusan Pembelian Produk Makanan Sehat. Jurnal Gizi dan Kesehatan, 15(2), 112–120. https://doi.org/10.31289/jgk.v15i2.6789
Ratnaningtyas, E. M. (2024). Pengaruh Green Product, Green Brand, Dan Health Conciousness Terhadap Keputusan Pembelian Mie Lemonilo. EBBANK: Jurnal Ekonomi dan Bisnis, 5(2), 298–310. https://ebbank.stiebbank.ac.id/index.php/EBBANK/article/download/298/183
Saputri, W.E. (2024). The Influence of Functional and Green Values on Gen Z Green Product Purchases and Entrepreneurial Opportunities. Aptisi Transactions on Technopreneurship, 6(3), 562-573, ISSN 2655-8807, https://doi.org/10.34306/att.v6i3.514
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Wiley.
Shalihah, N., Sari, D. P., & Pratiwi, R. (2022). Validitas dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Manajemen Pemasaran, 10(1), 45–56. https://doi.org/10.31289/jmp.v10i1.12345
Sharma, L. (2025). The influence of product availability and social media on green food product purchase intention. Asia Pacific Journal of Business Administration, 17(3), 814-839, ISSN 1757-4323, https://doi.org/10.1108/APJBA-04-2024-0208
Sudaryono, A. (2023). Metode Penelitian Kuantitatif dan Kualitatif. Bumi Aksara.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). Alfabeta.
Sukendra, I. G. N., & Atmaja, I. G. N. (2020). Skala Likert sebagai Instrumen Penilaian dalam Penelitian Sosial. Bongaya Journal for Research in Management (BJRM), 3(2), 07–13. https://doi.org/10.37888/bjrm.v3i2.243
Utami, S., & Nurlinda, R. (2023). Healthy Lifestyle sebagai Faktor Penentu Keputusan Pembelian Produk Makanan Sehat. Jurnal Gizi dan Kesehatan, 15(2), 112–120. https://doi.org/10.31289/jgk.v15i2.6789
Yuniari, L. P., & Rahanatha, G. B. (2024). Pengaruh Green Product, Healthy Lifestyle, dan Brand Image Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Mie Lemonilo di Kota Denpasar). Innovative: Journal Of Social Science Research, 4(5), 1397–1416. https://doi.org/10.31004/innovative.v4i5.14873
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Aisya Isnaini Kartika Putri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
