Pengaruh Green Marketing Terhadap Keputusan Pembelian Produk (Studi Pada Konsumen Klinik Kecantikan X Di Bogor)
DOI:
https://doi.org/10.22441/pasti.2020.v14i1.009Keywords:
Pemasaran Hijau, Keputusan PembelianAbstract
Tujuan pada penelitian adalah untuk mempelajari Pengaruh Green Marketing Terhadap Keputusan Pembelian Produk. Penelitian ini merupakan penelitian survei, karena instrumen penelitian ini menggunakan kuesioner untuk memperoleh data. Populasi dalam penelitian ini adalah pelanggan klinik kecantikan. Sampel sebanyak 95 responden yang ditentukan dengan teknik purposive sampling. Uji validitas instrumen dan uji reliabilitas. Teknik analisis yang digunakan adalah analisis data. Berdasarkan nilai signifikansi dari output di atas, diperoleh nilai signifikansi = 0,822 lebih besar dari 0,05, yang artinya terdapat hubungan linier secara signifikan antara variabel green marketing (X) dengan variable keputusan pembelian (Y). Uji Multikolinearitas menunjukkan bahwa hasil perhitungan nilai VIF 1,000 < 10,00 sehingga dapat disimpulkan bahwa tidak ada multikolinearitas antara variabel dalam model regresi. Hasil perhitungan nilai signifkansi dari variabel independen sebesar 0,000. Maka 0,500 lebih kecil dari 0,05 artinya terjadi heteroskedastisitas pada variabel green marketing. Kesimpulan dari penelitian ini adalah terdapat pengaruh yang signifikan antara Lingkungan Kerja terhadap Kinerja Karyawan.
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