Pengaruh Green Product, Kualitas Produk dan Harga Terhadap Keputusan Pembelian (Studi Pada Produk Stein Cookware di Official Store Tokopedia)

Abstract

This research empirically identifies the influence of Green Product, Product Quality, and Price on the Purchase Decision of Stein Cookware on Tokopedia. Stein Cookware, as a premium manufacturer of non-stick cookware with advanced technology, stands out in the Indonesian market and has captured the researcher's attention. This study aims to test whether there is a partial and simultaneous influence of the variables Green Product, Product Quality, and Price on purchase decisions (A Study on Stein Cookware Products at the Official Tokopedia Store). The research utilized a sample of 100 respondents who are Tokopedia users, processed with SPSS using a purposive sampling approach and a Likert scale. The research method employs a quantitative approach, combining descriptive and verificative analysis to test the existing hypotheses. The descriptive results show that the Purchase Decision has a total score of 2.058, which is in the "good" category. Green Product has a total score of 1.221, also in the "good" category. Product Quality has a total score of 2.994, categorized as "very good." Price has a total score of 1.213, categorized as "good." The verificative results indicate that, based on the partial test, the Green Product variable (X1) significantly and strongly influences purchase decisions, with a t-value of 22.371 and a significance level of 0.000. The Product Quality variable (X2) does not have a significant influence, with a t-value of 1.533 and a significance level of 0.128 (>0.05). The Price variable (X3) also does not have a significant influence on purchase decisions, with a t-value of -1.476 and a significance level of 0.143 (>0.05). Simultaneously, green product, product quality, and price have a significant influence, with an F-value of 360.223 and a significance level of 0.000. Therefore, it can be concluded that customers' choices to purchase Stein Cookware on the Tokopedia online store are influenced by the three factors: Green Product, Product Quality, and Price.