PENGARUH GREEN PRODUCT, GREEN MARKETING DAN GREEN BRAND TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN AIR MINERAL CLUB DI KOTA SEMARANG)

Abstract

The purpose of this study is to analyze the influence of Green Product, Green Marketing and Green Brand which have a positive effect on Purchasing Decisions on Club mineral water consumers in Semarang City. The population in this study were all consumers who purchased Club mineral water products in the Semarang area which were not known for certain or were not limited. The sample taken was 97 people. The sampling technique used was purposive sampling. The data analysis tool used in this study was multiple regression analysis. Based on the research results: Partially there is a positive and significant influence between Green Product on Purchasing Decisions obtained t-count 2.166> t table 1.661 or sig t 0.033 <0.05, H1 is accepted. Partially there is a positive and significant influence between Green Marketing on Purchasing Decisions obtained t-count 3.179> t table 1.661 or sig t 0.002 <0.05, H2 is accepted. Partially there is a positive and significant influence between Green Brand on Purchasing Decisions obtained t-count 2.082> t table 1.661 or sig t 0.040 <0.05, H3 is accepted. Simultaneously there is a positive and significant influence between Green Product, Green Marketing and Green Brand on Purchasing Decisions obtained F-count 36.769> F-table 2.703 or sig F 0.000 <0.05, H4 is accepted.