Analisis Pengaruh Green Product, Green Advertising dan Green Brand terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Produk Tupperware di SMPN Beureunuen

Abstract

The emergence of various threats to the environment, making companies need to apply a new business concept by applying issues regarding the environment or called green marketing. Green marketing is a concept that covers all marketing activities that are developed to stimulate and maintain consumer behavior that is environmentally friendly. In some developed countries it has applied environmental regulations regarding green products. Clean products in the production process have a very significant concept in the country so that local products can compete abroad where suppliers, producers, and consumers can understand this concept, because considering that long-time producers from developed countries have implemented it. This will potentially have the effect of increasing budget costs for producers, but in the future it will also provide significant benefits. The purpose of this study was to determine and analyze the effect of green products, green advertising and green brands on purchasing decisions both directly and through trust. The data used is primary data obtained directly from respondents, amounting to 74 people. This study used the path analysis method with the help of the SPSS program. The results of this study green products, green advertising and green brands partially have a positive and significant effect on purchasing decisions through consumer trust in Tupperware products at Beureunun Middle School. Green products, green advertising and green brands simultaneously influence purchasing decisions through consumer trust in Tupperware products at Beureunun Middle School. Green product, green brand and trust have a positive and significant effect on purchasing decisions through consumer trust in Tupperware products at Beureunun Middle School. Green advertising has a positive and insignificant effect on purchasing decisions through consumer trust in Tupperware products at Beureunun Middle School. Green product, green advertising, green brand and trust simultaneously influence purchasing decisions through consumer trust in Tupperware products at Beureunun Middle School.