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Proceedings of the 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)

Is Green Marketing a Basis for Purchase Decisions

Authors
Humairoh, Nur Maulida Elfani
Corresponding Author
Humairoh
Available Online 24 July 2020.
DOI
https://doi.org/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.
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Proceedings
1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019)
Part of series
Advances in Health Sciences Research
Publication Date
24 July 2020
ISBN
978-94-6252-990-8
ISSN
2468-5739
DOI
https://doi.org/10.2991/ahsr.k.200723.116How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Humairoh
AU  - Nur Maulida Elfani
PY  - 2020
DA  - 2020/07/24
TI  - Is Green Marketing a Basis for Purchase Decisions
BT  - 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  - https://doi.org/10.2991/ahsr.k.200723.116
ID  - Humairoh2020
ER  -