ANALISIS PENGARUH GREEN PRODUCT TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN (SURVEI PADA MAHASISWA YANG MENGGUNAKAN PRODUK RAMAH LINGKUNGAN TUPPERWARE DI KOTA PALEMBANG)

ABSTRACT

This study aims to determine whether the variable green product to have an
influence on the purchasing decisions of consumers who use environmentally
friendly products Tupperware in Palembang. The population in this study are
students who already buy and use environmentally friendly products Tupperware.
The sample was students who were studying in 12 universities in the city of
Palembang ( University of Sriwijaya, University of Muhammadiyah Palembang,
University of Palembang, University of IBA, University of Tridinanti, University
of Tamansiswa, University of Sjakhyakirti, University of PGRI Palembang,
University of Kader Bangsa, University of Bina Darma, University of Indo Global
Mandiri, and University of Catholic Musi Charitas) and already buy and use
environmentally friendly products Tupperware. Samples numbered 96
respondents. To determine the effect of green product variables on consumer
purchasing decisions, then the data analysis technique used is simple linear
regression analysis. The results obtained found that green product variable
positive and significant impact on purchasing decisions.
Keywords: green product, purchasing decisions