Pengaruh Environmental Awareness dan Green Product Promotion terhadap Purchase Decision (Studi Kasus The Body Shop Medan)

Abstract

Purchase Decision is the final decision taken by consumers to buy a product or service after considering various factors and alternatives. Factors that can influence Purchase Decision such as Environmental Awareness and Green Product Promotion. When companies consider the level of Environmental Awareness and Green Product Promotion in their marketing strategy, this can positively influence the purchasing decisions of consumers who care about the environment, increasing their likelihood of choosing products or services from that company. This study aims to determine Environmental Awareness and Green Product Promotion on Purchase Decision. The effect of Environmental Awareness and Green Product Promotion will be analyzed partially and simultaneously on Purchase Decision for consumers of The Body Shop in Medan city. The form of research used is quantitative with an associative approach. The population in this study were 100 consumers of The Body Shop in Medan city with a sampling technique using saturated sampling. Primary data obtained through direct questionnaire distribution and secondary data obtained through literature studies. The analysis method used is validity test, reliability test, classical assumption test, multiple linear regression, partial test, simultaneous test, and determination test and processed through SPSS software. The results of this study indicate that Environmental Awareness has a significant effect on Purchase Decision, the t-count value is 3.280> 1.984, with a significance level of 0.001 <0.05, and a regression coefficient of 0.473. Green Product Promotion has a significant positive effect on Purchase Decision, the t-count value is 8.488> 1.984, with a significance level of 0.000 <0.05, and a regression coefficient of 1.824. In simultaneous testing, the variables of Environmental Awareness and Green Product Promotion had a simultaneous effect with an influence level of 84.6%, while the remaining 15.4% was influenced by factors outside this research model.