Pengaruh Green Marketing Terhadap Keputusan Pembelian Mobil Low Cost Green Car (LCGC) pada Konsumen Toyota Agya Di Kota Medan

Abstract

The marketing system in influencing consumer purchasing decisions nowadays should be able to apply the marketing 3.0 concept that is value-driven marketing, Green marketing consisting of green product, green price, green promotion, green place is a marketing strategy by lifting The value of the environment to influence consumer purchasing decisions. This study aims to determine the effect of green marketing on the decision to buy low cost car green car on Toyota agya consumers in the city of Medan. The sampling technique using simple random sampling technique with the number of samples of 100 people The test results obtained tcount 7.143> t table1,987 and the value of significance 0,000 <0.05 and positive value 0.599, this proves that the hypothesis Ho rejected and Ha accepted. In the test results of determination coefficient (adjusted R square) of 0.342 or 34 , 2%, so it can be seen that the influence of independent variables on the dependent variable in this study amounted to 34.2% and 65.8% explained by other factors not examined in this study.