Pengaruh Green Marketing, dan Gaya Hidup Terhadap Keputusan Pembelian Mcdonald’s (Studi Pada Mcdonald’s Darmo Surabaya). (The Influence of Green Marketing, and Lifestyle on Mcdonald's Purchase Decisions (Study on Mcdonald's Darmo Surabaya)).

Astutik, Oktaviani Dwi (2024) Pengaruh Green Marketing, dan Gaya Hidup Terhadap Keputusan Pembelian Mcdonald’s (Studi Pada Mcdonald’s Darmo Surabaya). (The Influence of Green Marketing, and Lifestyle on Mcdonald's Purchase Decisions (Study on Mcdonald's Darmo Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

McDonald's is the largest fast food restaurant in the world which was started in 1955 in California, United States. With a superior product in the form of a Burger named Bigmac, McDonald's currently has thousands of restaurants spread across more than 100 countries, one of which is Indonesia. McDonald's first entered Indonesia in 1991 by opening its first restaurant in Sarinah, Thamrin. In 2009 PT Rekso Nasional Food (RNF), which is one of the subsidiaries of the Rekso Group, signed a Master Franchise Agreement with McDonald's International Property Company (MIPCO) which gave permission to operate all restaurants under the McDonald's brand and open new restaurants throughout Indonesia. Increasingly, food entrepreneurs are getting bigger and their marketing strategies are very diverse, one of which is green marketing or green marketing, this green marketing is marketing that focuses on the environment and the impact on the environment. And consumers are now very concerned about the environment, of course supported by their lifestyle who likes cleanliness and has a busy routine which of course will have an influence on consumer purchasing decisions at McDonal's Darmo. The purpose of this study was to analyze and determine the effect of Green Marketing and Lifestyle on consumer purchasing decisions at McDonald's. The purpose of this study was to analyze and determine the effect of Green Marketing and Lifestyle on consumer purchasing decisions at McDonald's. This type of research uses quantitative research. The population of this study refers to Mcdonald's darmo consumer data which is located at Jl. Raya Darmo No.43, Keputran, Kec. Tegalsari, Surabaya, East Java 60265, central Surabaya area. The central Surabaya area consists of 4 sub-districts, namely tile, tegalsari, bubutan and simokerto sub-districts. the total population of the 4 sub-districts is 353,611 people. While the sample used 100 respondents. The data processing technique in this study used SPSS version 26. The results of this study indicate that green marketing has no effect on purchasing decisions, while lifestyle has a positive effect on purchasing decisions.

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