PENGARUH GREEN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK LE MINERALE DI KOTA BIMA

Abstract

This study aims to determine To determine whether there is a significant influence of Green Marketing Mix on purchasing decisions of Le Minerale in Bima City. This type of research is explanatory research using a quantitative approach. The population and sample in this study were 96 respondents with a purposive sampling technique. Data collection techniques include observation, literature study, and questionnaires. Data analysis techniques use validity tests, reliability tests, simple linear regression tests, correlation coefficient tests, determination tests, t-tests with the help of spss version 26 for windows. The results of the study indicate that there is a significant influence of Green Marketing Mix on purchasing decisions of Le Minerale in Bima City.