| dc.description.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. | en_US |
