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

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.