Pengaruh Lifestyle (Gaya Hidup) Dan Green Marketing Terhadap Keputusan Pembelian Jamur Tiram Di Rumah Jamur Nando Pekanbaru

Yanti, Vivi (2021) Pengaruh Lifestyle (Gaya Hidup) Dan Green Marketing Terhadap Keputusan Pembelian Jamur Tiram Di Rumah Jamur Nando Pekanbaru. Other thesis, Universitas Islam Riau.

Text 165210447.pdf - Submitted Version Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

This study discusses the study and analyzing the influence of lifestyle and green marketing on purchasing decisions of oyster mushrooms at Rumah Jamur Nando Pekanbaru. The data used in this study are primary data and secondary data which is obtained directly through questionnaires given to respondents and the information obtained from reports and data related to Rumah Jamur Nando of pekanbaru. The sample is known to be 95 person using the slovin formula. Data analysis techniques in this research are descriptive analysis, validity and reliability test, multiple linear analysis, classica assumption test, and hypothesis testing. Based of the result of the study, it was concluded that the green marketing and lifestyle had a significant effect simultaneously on consumer purchasing decisions of oyster mushrooms at Rumah Jamur Nando of Pekanbaru with a value F_hitung > F_tabel (102.132 > 3,10). Meanwhile the contribution of lifestyle and green marketing to the purchasing decision of oyster mushrooms at Jamur Nando Pekanbaru is 68,9% and the remaining 31,1% is given by another variables which are not included in this study.

Actions (login required)

View Item