| dc.description.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. | en_US |
