The Influence Of Green Product And Green Advertising On Purchase Decisions Of Le Minerale In Bima City

Muhammad Prayoga; Sri Ernawati; Amirul Mukminin

doi:10.63922/ijebir.v5i05.6615

Muhammad Prayoga Management Study Program, Bima College of Economics, Jl. Wolter Monginsidi Tolobali Complex, Bima City, Indonesia
Sri Ernawati Management Study Program, Bima College of Economics, Jl. Wolter Monginsidi Tolobali Complex, Bima City, Indonesia
Amirul Mukminin Management Study Program, Bima College of Economics, Jl. Wolter Monginsidi Tolobali Complex, Bima City, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6615

Keywords: Green Product, Green Advertising, Purchase Decision

Abstract

This study aims to analyze the influence of green product and green advertising on purchase decisions of Le Minerale in Bima City, both partially and simultaneously. This study uses a quantitative approach with an associative research design. The population consisted of consumers who had purchased and used Le Minerale 600 ml in Bima City, with 100 respondents selected using purposive sampling. Data were collected through observation, questionnaires, and literature studies. Data analysis employed validity and reliability tests, classical assumption tests, multiple linear regression, correlation and coefficient of determination, t-test, and F-test. The results show that green product has a positive and significant effect on purchase decisions, with a t-value of 2.446 and significance of 0.016. Green advertising also has a positive and significant effect, with a t-value of 8.698 and significance of 0.000. Simultaneously, green product and green advertising significantly affect purchase decisions, with an F-value of 46.999 and significance of 0.000. The coefficient of determination (R²) of 0.492 indicates that 49.2% of the variation in purchase decisions is explained by the two independent variables, while 50.8% is explained by other factors outside the model.

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