Aprilia, Nur Aini Iftinia (2023) Pengaruh Green Product dan Green Marketing terhadap Keputusan Pembelian Produk The Body Shop Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine (1) the positive and significant effect of Green Product and Green Marketing simultaneously on the Purchase Decision of The Body Shop Malang products, (2) the positive and significant effect of Green Product on the Purchase Decision of The Body Shop Malang Products, (3) the effect positive and significant Green Marketing on Product Purchasing Decisions of The Body Shop Malang. The variables of this study are Green Product and Green Marketing as independen variables, and Purchasing Decisions as the dependent variable. This research is quantitative research with data collection techniques using a questionnaire method. The population in this study are women who live in Malang and have bought The Body Shop products. The sampling technique used purposive sampling and the number of samples taken was 100 respondents. The validity test uses the Product Moment Pearson Correlation method, while the reliability test uses Cronbach Alpha. The data analysis method used is the classical assumption test, multiple linear regression analysis, and the coefficient of determination. Test the hypothesis using the F-test and t-test. This study gives the following results: (1) Green Product and Green Marketing simultaneously have a positive and significant effect on Purchase Decisions as indicated by the fcount value of 65.065 with a significance level of 0.000. (2) Green Product has a positive and significant effect on Purchase Decisions as indicated by a tcount of 2.532 with a significance level of 0.013. (3) Green Marketing has a positive and significant effect on Purchase Decisions as indicated by the tcount of 8.854 with a significance of 0.000.

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