Influence of Green Marketing, Lifestyle, and Product Quality on Consumer Purchasing Decisions for Avoskin Skincare Products in Surabaya

Riska Nurul Khodriyah; Sri Rahayu; Noneng Sukatmadiredja

doi:10.63922/ijebir.v5i05.6154

Riska Nurul Khodriyah Progam Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Mahardika, Surabaya
Sri Rahayu Progam Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Mahardika, Surabaya
Noneng Sukatmadiredja Progam Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Mahardika, Surabaya

DOI: https://doi.org/10.63922/ijebir.v5i05.6154

Keywords: green marketing, lifestyle, product quality, purchasing decisions

Abstract

This study focuses on how green marketing, lifestyle, and product quality affect purchasing decisions among Avoskin skincare consumers in Surabaya. A quantitative explanatory research approach was employed with 97 respondents selected through purposive sampling. Responses were collected using a Likert-scale questionnaire and processed through multiple linear regression in SPSS version 25. The simultaneous test produced an Fcount of 96.186, which exceeded the Ftable value of 2.70; therefore, Green Marketing (X1), Lifestyle (X2), and Product Quality (X3) jointly have a significant effect on Purchasing Decisions (Y). The partial tests, however, produced different outcomes. Green Marketing (X1) was not significant because its tcount of -0.314 was lower than the ttable value of 1.660. Lifestyle (X2) was significant with a tcount of 3,434, while Product Quality (X3) had the strongest effect with a tcount of 10,784. The R² value of 0.756 indicates that these three variables account for 75.6% of the variation in purchasing decisions, whereas 24.4% is associated with factors outside the research model

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