PENGARUH GREEN PRODUCT DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN THRIFT DANDELION WAREHOUSE

This study aims to determine and prove whether the green product and lifestyle variables have a positive and significant influence on thrift purchasing decisions. The population in this study were thrift consumers who purchased products at least twice in the past month. The sampling technique in this study used purposive sampling with a sample size of 113 respondents. In this study, the data collection technique used was a questionnaire instrument. The analysis techniques used were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, F test, coefficient of determination, t test, and multiple linear regression analysis. The results showed that the green product and lifestyle variables have a positive and significant influence on thrift purchasing decisions.