Pengaruh Green Marketing terhadap Keputusan Pembelian pada Pelanggan The Body Shop di Plaza Medan Fair Kota Medan

Abstract

Currently, the public is increasingly concerned about the environmental conditions become increasingly serious, so that consumers start buying behavior leads to products-products that are environmentally friendly. One of the strategies undertaken by the company is a green marketing. This study aims to identify and analyze the influence of Green Marketing Strategy on purchasing decisions on the customer The Body Shop in Plaza Medan Fair Medan. The sampling technique used purposive sampling technique with a sample size of 100 people. The analytical method used is descriptive analysis method and the method of statistical analysis that consists of multiple linear regression analysis. Partial significance testing (test - t), simultaneous test (Test - f) and testing Determinant coefficient (R ²). The results showed that the variables Green Product, Green Price, Green Promotion positive and significant impact on product purchasing decisions of The Body Shop in Plaza Medan Fair Medan. On testing simultaneously (Test - F) note that variables Green Product, Green Price, Green Promotion together - the same positive and significant impact on product purchasing decisions of The Body Shop. In the partial test (Test - t) note that variables Green Price who has the most dominant influence on purchasing decisions of products of The Body Shop. Through testing adjusted coefficient of determination (Adjusted R Square) obtained a value of 0.308 which means as much as 30.8% product purchasing decisions The Body Shop as vaiabel bound can be explained by the Green Product, Green Price, Green Promotion as independent variables. While the remaining 69.2% can be explained by other variables not examined by the study.