Analysis of the Effect of Green Marketing Factors on Purchase Decisions for Aromatherapy Lighting Products from UKM Nabila Art Gallery Sidoarjo

Ismail, Rizky Nurrochmad (2021) Analysis of the Effect of Green Marketing Factors on Purchase Decisions for Aromatherapy Lighting Products from UKM Nabila Art Gallery Sidoarjo. In: UNSPECIFIED UNSPECIFIED. (Unpublished)

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Abstract

This study provides a solution to the problems faced by UKM Nabila Art Gallery, namely that product purchases have not been recorded, marketing management is still traditional, and has not been online using social media with a quantitative approach and survey methods processed with the SPSS application. From the results of data processing, simultaneously green products, advertising and brands have a significant effect on purchasing decisions. While partially (individually) green products and green advertising have a significant effect on purchasing decisions. Only green brands have no significant effect on purchasing decisions. Therefore, the company should maintain three factors that influence purchasing decisions, namely Green Product, Green Advertising, and Green Brand because they have contributed a value of 63.20%. So that further research can obtain maximum results, it is expected to add a Green Price variable.

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