Prabawa, Dewa Oka (2024) Pengaruh Green Marketing terhadap Keputusan Pembelian Generasi Z di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to analyze the Effect of Green Marketing on Generation Z's Purchasing Decisions in Malang City. The objectives of this research are: (1) To analyze the effect of green marketing on purchasing decisions on Generation Z in Malang City. (2) To analyze the effect of Green Product on purchasing decisions on Generation Zin Malang City. (3) To analyze the effect of green price on purchasing decisions on Generation Zin Malang City.(4) To analyze the effect of green promotion on purchasing decisions on Generation Z in Malang City. (5) To analyze the effect of green place on purchasing decisions on Generation Zin Malang City. The data in this study were analyzed using Random Sampling with a total of 111 respondents using the Simple Random Sampling technique. The results of the study show that green marketing and environmental awareness have an influence on the purchasing decisions of Generation Z in Malang City. Green products have a negative and insignificant effect on purchasing decisions for environmentally friendly products among Generation Z in Malang City. Green price has a positive and significant effect on purchasing decisions for environmentally friendly products among Generation Z in Malang City. Green promotion has a positive and significant effect on purchasing decisions for environmentally friendly products among Generation Zin Malang City. Green place has a positive and significant effect on purchasing decisions for environmentally friendly products among Generation Zin Malang City. The respondents' responses for all variables have a high level ofresponse category, and for the green promotion variable, the number of score values is the highest with a very high category level. This means that the promotion factors for buying environmentally friendly products that exist among Generation Z students are closely related to purchasing decisions and are used as a determinant to obtain products for Generation Zin Malang City.

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