Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Konsumen Produk Le Minerale

Gunawan, Hendra (2024) Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Konsumen Produk Le Minerale. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to determine the influence of green product, green price, green place and green promotion on consumer purchasing decisions for Le Minerale products. The data used is primary data. The population in this study are consumers of Le Minerale products. The sampling technique used was the purposive sampling method. Hypothesis testing is carried out using multiple regression analysis. The results of this research show that green product, green price and green place influence purchasing decisions positively and significantly. Meanwhile, green promotion influences purchasing decisions positively but not significantly. Keywords: Green Product, Green Price, Green Place, Green Promotion, Purchase Decision.

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