Pengaruh Green Product dan Green Brand terhadap Keputusan Pembelian (Studi pada Konsumen Skincare Avoskin di Kota Medan)

Abstract

Environmental problems that have occurred in the past few years have become a growing issue in the world community. The beauty industry annually produces around 120 Billion pieces of packaging, many of which cannot be recycled. Smart companies will view environmental issues as an opportunity to satisfy consumer needs and desires, as done by skincare brand Avoskin which has environmentally friendly skincare products. This study aims to determine the influence of green product and green brand on purchasing decisions. The influence of green product and green brand will be partially and simultaneously analyzed on purchasing decisions on Avoskin skincare in Medan. The form of research used is quantitative with an associative approach. The population in this study were consumers of the Avoskin skincare in Medan City, with a sample of 96 respondents, with sampling techniques using purposive sampling. Primary data were obtained through the distribution of questionnaires directly and secondary data were obtained through literature studies. The analysis methods used are validity tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and determination tests and are processed through SPSS software. The results of this study showed that green product have a significant effect on Purchasing Decisions, a calculated value of 5,860 > 1,985 with a sig value of 0,000 < 0,05 and a positive regression coefficient value of 0,660. Green brand did not have a significant positive effect on purchasing decisions obtained a calculated value of 1,625 < 1,985 with a significance of 0,108 > 0,05 and a positive regression coefficient value of 0,127. In simultaneous testing, the variables green product and green brand had a simultaneous effect with an influence level of 37,3%, while the remaining 62,7% was influenced by factors outside this research model.