Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Pertamax Series (Studi pada SPBU Jl. Imam Bonjol, Polonia, Medan)

Abstract

The research aims to identify and analyze the effects of green marketing and brand image on purchasing decision Pertamax Series (Studi On SPBU Jl.Imam Bonjol, Polonia, Medan). This research uses 100 respondents as samples and sampling technique using nonprobability sampling with methods multi stage sampling consisting of purposive sampling and incidental sampling. Data analysis method used is quantitative analysis methods which include validity test, reliability test, classic assumption test, multiple linear regression analysis, hypothesis testing by t-test, F test, and test the coefficient of determination (R2 test). Data that has fulfilled valditas testing, reliability testing, and classical assumption is processed to produce a regression equation as follows: Y = 8,551+0,902X1+0,575X2+e Where the Decree of Purchase Decision (Y), Green Marketing (X1) and Brand Imagr (X2). Hypothesis testing t-test and F test showed that green marketing and brand image positive and significant impact on the purchasing decision. The coefficient of determination test (R2 ) looks on R Square of 0.656 indicates that 65.6% purchasing decision to Pertamax Series can be explained by green marketing and brand image variable while the remaining 34.4% can be explained by variables not examined in this research.