Analisis Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Konsumen McDonald's di Kota Palembang

Febiani, Trista (2026) Analisis Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Konsumen McDonald's di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine whether the variables green product, green place, green price and green promotion have an influence on purchasing decisions either jointly or partially. This type of research is quantitative descriptive. The population of this study is people domiciled in Palembang City who are McDonald's consumers. The sampling technique used Non-Probability Sampling. The total sample of this study was 126 respondents. Data processing of this study used SPSS 26 Software. Data analysis used is multiple linear regression analysis. The results of the analysis show that the variables green price (X2), and green promotion (X4) have a positive and significant effect on consumer purchasing decisions. Meanwhile, the variables green product (X1) and green place (X4) do not have a significant effect on consumer purchasing decisions. This study, simultaneously shows that all independent variables used, namely green product (X1), green price (X2), green place (X3), green promotion (X4) have an effect on consumer purchasing decisions.

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