Pengaruh Green Product, Green Packaging dan Green Promotion Terhadap Purchase Decision Pada Produk Sensatia Botanical Bali
Keywords:
Green Product, Green Packaging, Green Promotion, Keputusan PembelianAbstract
Perubahan iklim, seperti pemanasan global, dan permasalahan pencemaran lingkungan yang disebabkan oleh pencemaran udara akibat kegiatan industri dan pencemaran air akibat bahan kimia, merupakan permasalahan utama yang menyebabkan kerusakan dan pencemaran lingkungan. Penelitian ini mencakup tiga variabel independen yaitu Green Product (X1), Green Packaging (X2), dan Green Promotion (X3), serta satu variabel dependen yaitu Keputusan Pembelian (Y). Prosedur pengumpulan data dalam penelitian ini menggunakan kuesioner dan observasi, serta menggunakan skala Likert untuk pengukurannya. Demografi yang diteliti dalam penelitian ini adalah 80 responden yang pernah menggunakan produk dari Sensatia Botanicals. Hasil penelitian menunjukkan bahwa secara parsial Green Product (X1), Green Packaging (X2), dan Green Promotion (X3) mempunyai pengaruh terhadap keputusan pembelian. Selain itu secara simultan ketiga variabel independen yaitu Green Product (X1), Green Packaging (X2), dan Green Promotion (X3) juga mempunyai pengaruh secara bersama-sama terhadap keputusan pembelian di Sensatia Botanicals.
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