Analisis Pengaruh Strategi Green Marketing Terhadap Keputusan Pembelian Lampu Philips Led Di Kota Palembang

., Alberto (2015) Analisis Pengaruh Strategi Green Marketing Terhadap Keputusan Pembelian Lampu Philips Led Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the extent of the influence of green marketing strategy to the purchasing decision Philps LED lights in the city of Palembang. The population in this study is that there are people in the city of Palembang, the sample in this study were 100 respondents who would buy and use Philips LED lights. This research method using purposive sampling. With analysis tools using validity, reliability test, the classic assumption test, and hypothesis testing using the F test and t test. The results of the F test showed that all independent variable’s product, price, place, promotion of positive and significant impact together on the dependent variable purchasing decision, and the independent t test that variable product, price, place, promotion of positive and significant effect on the dependent variable purchasing decision, while the independent variable price are not positive and significant effect on the dependent variable purchasing decision.

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