Pengaruh Green Marketing (Pemasaran Hijau) Terhadap Keputusan Pembelian Di Green Smoothie Factory Pekanbaru

Febrianti, Shela Angela (2021) Pengaruh Green Marketing (Pemasaran Hijau) Terhadap Keputusan Pembelian Di Green Smoothie Factory Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study purpose to determine to determine and analyze and the effect of green marketing on purchasing decisions and determine which variables have the dominant influence on purchasing decisions at Green Smoothie Factory Pekanbaru. This research is a quantitative research with a survey method. The population in this study were consumers of Green Smoothie Factory Pekanbaru. The sampling technique used random sampling with a sample size of 100 people. Types and sources of data use primary and secondary data. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression test, F test, T test and determination (R2). The results of this study indicate that green product has a insignificant effect on purchasing decisions at Green Smoothie Factory Pekanbaru. green price, place dan promotion has a positive and significant effect on purchasing decisions at Green Smoothie Factory Pekanbaru. Meanwhile, the simultaneous test of product, price, place and promotion variables together has a positive and significant effect on purchasing decisions at Green Smoothie Factory Pekanbaru. Meanwhile, the relationship between variables coefficient of determination (R2) is 80% and the rest is influenced by other factors which are not discussed further in this study.

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