Pengaruh Penerapan Green Advertising dan Harga Premium Terhadap Keputusan Pembelian

Pengaruh Penerapan Green Advertising dan Harga Premium Terhadap Keputusan Pembelian

• By Winarno, Slamet Heri;
• Jurnal Nasional Terakreditasi
• 356
• 25-34

The current green product business has grown very rapidly, implementing a green business that is environmentally friendly has been able to become a major business. The development of this business is one of them is influenced by changes in people's lifestyles which currently prioritize health factors in consuming products. It is believed that in the last 10 years the development of green products has achieved significant profits. Through green marketing the company has succeeded in creating consumer buying behavior so that green products are preferred. One of the green marketing strategies is to do green advertising and premium pricing strategies, which are expected to increase consumer interest in deciding to buy green products. This study aims to determine the effect of green advertising and premium prices on consumer purchasing decisions. The main object is the green coffee product that is very popular with various layers of society, using respondents 100 people coffee lovers from various backgrounds in Jabodetabek using descriptive quantitative statistical methods. The results showed that R square was 67.2%, which showed that purchasing decisions by coffee connoisseurs were positively and significantly influenced by green advertising and premium prices, while 32.8% were influenced by other factors not included in this study with the equation regression Y = 0.550 + 0.287X1 + 0.184X2. Simultaneously and partially it can be said that there is a strong relationship between green advertising and premium prices with purchasing decisions.

• Katakunci Green Advertising, Premium Price, Purchasing Decisions
• URL https://journal.unilak.ac.id/index.php/JIEB/article/view/2204
• Penerbit ,

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