Is Green Marketing a Basis for Purchase Decisions

DOI

10.2991/ahsr.k.200723.116How to use a DOI?

Keywords

Green Marketing, Purchase Decision

Abstract

The research aims to eximine the influence of green products and green advertising on purchasing decisions on Tupperware in Kelapa Dua Tangerang as simultaneously and partially. The research in this study has three hypotheses. This study is a causal study to obtain evidence of a causal relationship. The sampling technique used was a purposive sampling method with a questionnaire as an instrument to collect data and the results were processed using the Scala Likert Summated Rating method with a score of 1 - 5. Respondents in this study were Tupperware Kelapa Dua Tangerang City, Banten Province. Respondents from 71 customers were interviewed based on statements in the questionnaire. This study used path analysis techniques using SPSS software version 20. The research method uses multiple linear regression analysis methods, determination analysis (R2), t test and F test analysis to test partial and simultaneous hypotheses. The results showed that the variables of green products and green advertising had a significant and positive effect on purchasing decisions simultaneously and partially. Green products and green advertising have a strong correlation with purchasing decisions.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Humairoh
AU  - Nur Maulida Elfani
PY  - 2020
DA  - 2020/07/24
TI  - Is Green Marketing a Basis for Purchase Decisions
BT  - Proceedings of the 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)
PB  - Atlantis Press
SP  - 465
EP  - 469
SN  - 2468-5739
UR  - https://doi.org/10.2991/ahsr.k.200723.116
DO  - 10.2991/ahsr.k.200723.116
ID  - 2020
ER  -