| dc.description.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. | en_US |
