Is Green Marketing a Basis for Purchase Decisions

Abstract

The research aims to eximine the influence of green products and green advertising on purchasing decisions on Tupperware in Kelapa Dua Tangerang as simultaneously and partially. The research in this study has three hypotheses. This study is a causal study to obtain evidence of a causal relationship. The sampling technique used was a purposive sampling method with a questionnaire as an instrument to collect data and the results were processed using the Scala Likert Summated Rating method with a score of 1 -5. Respondents in this study were Tupperware Kelapa Dua Tangerang City, Banten Province. Respondents from 71 customers were interviewed based on statements in the questionnaire. This study used path analysis techniques using SPSS software version 20. The research method uses multiple linear regression analysis methods, determination analysis (R2), t test and F test analysis to test partial and simultaneous hypotheses. The results showed that the variables of green products and green advertising had a significant and positive effect on purchasing decisions simultaneously and partially. Green products and green advertising have a strong correlation with purchasing decisions.