Pengaruh Green Product dan Green Promotion Terhadap Keputusan Pembelian Pada Produk Starbucks di Kota Palembang

Chrisnanda, Celine Cassioniva (2022) Pengaruh Green Product dan Green Promotion Terhadap Keputusan Pembelian Pada Produk Starbucks di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The purpose of this study was to analyze the influence of green products, and green promotion on purchasing decisions on Starbucks products in the city of Palembang. This type of research is quantitative research with a causality approach. The population of this study are consumers of Starbucks products in the city of Palembang. The method of data collection in this study is using the survey method. The sampling technique used in this study was purposive sampling. It involved 106 respondents. The results of this study showed that green products (X1) had a significant influence on purchasing decisions on Starbucks products in in the city of Palembang while green promotion (X2) did not significantly affect the purchase decision on Starbucks products in in the city of Palembang. Keyword : Green Product, Green Promotion, Purchase Decision

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