Pengaruh Strategi Green Marketing Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) ADES Pada Mahasiswa Strata I Fakultas Ekonomi Universitas Sumatera Utara

Abstract

Now a days, the people begins to care about the environmental conditions That more alarming. Consumer buying behavior began to lead to environmentally friendly green products. Consumers are looking for a company that can fulfill ther i deepest needs for social and environmental justice at the mission, vison and the values driven. One of the strategies undertaken by the company is green marketing strategic. This research aims to identify and analyze the effect of green marketing strategic to the buying decision of ADES mineral water toward the undergraduate Economic student of University Of Sumatera. The population in this research is undergraduate Economic Student of University Of North Sumatera. The sampling technique used accidental sampling method to 135 samples. The Criteria of samples in this research were students who had bought ADES mineral water product. The analysis method used is descriptive analysis method and statistics analysis method which consists of a multiple linier regression analysis, significant simultaneous testing (F-test), partial significance testing (t – test) and The test of the coefficient determination (R2 ).Converting the results of this study the effect of green marketing strategic to the buying decision of ADES mineral water of strata I student at University Of Sumatera Faculty Of Economic. On testing simultaneously (F test) showed that the variables Green Product, Green Price, and Green Promotion together have a positive and significant impact to the buying decision of ADES mineral water. On partial test (t test) showed that the variables green price that influence satisfaction most dominant to the buying decision of ADES mineral water. Through testing the adjusted coefficient of determination (Adjusted R square) obtained a value 0,197 or 19,7% it means that the buying decision of ADES mineral water as the dependent variabel can be explained by Green Product, Green Price, and Green Promotion as independent variables. While the remaining 80,3% can be explained by other variables not examined in this research.