Pengaruh Penerapan Green Marketing (Green Product, Green Price, Green Promotion) Terhadap Keputusan Pembelian NPURE pada Konsumen Toko Underprice Skincare Medan

Abstract

This study aims to determine and analyze the impact of green marketing aspects— namely green product, green price, and green promotion—on the purchasing decisions of NPURE among consumers at the Underprice Skincare Store, Jamin Ginting Branch, in Medan. This research is a descriptive quantitative study. The data analysis method used is descriptive quantitative analysis with multiple linear regression, assisted by SPSS software. The population in this study consists of visitors to the Underprice Skincare Store, Jamin Ginting Branch, Medan, with a sample of 100 respondents. The simultaneous significance test shows that the variables green product, green price, and green promotion collectively have a positive and significant influence on the purchasing decision of NPURE among consumers of the Underprice Skincare Store, Jamin Ginting Branch, in Medan