Pengaruh Environmental Awareness, Green Marketing dan Persepsi Harga Terhadap Keputusan Pembelian The Body Shop

., Nataliani (2025) Pengaruh Environmental Awareness, Green Marketing dan Persepsi Harga Terhadap Keputusan Pembelian The Body Shop. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine the effect of environmental awareness, green marketing, and price perceptions on purchasing decisions for The body shop products. This study uses a quantitative approach with the research population being consumers of The body shop products. The sample used amounted to 101 respondents, selected using non-probability sampling method with quota sampling technique. Data was collected through distributing questionnaires online. The analysis methods applied include validity test, reliability test, classical assumption test (normality test, multicollinearity, and heteroscedasticity), multiple regression analysis, and hypothesis testing (coefficient of determination, F test, and t test). The results showed that: (1) Environmental awareness has a positive and significant influence on purchasing decisions. (2) Green marketing has a positive and significant influence on purchasing decisions. (3) Price perception also has a positive and significant effect on purchasing decisions. The coefficient of determination as measured by the Adjusted R² value of 0.883 indicates that the variabels of environmental awareness, green marketing, and price perception simultaneously influence purchasing decisions by 88.3%, while the remaining 11.7% is influenced by other factors outside the scope of this study.

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