Kombinasi Green Marketing dan Green Product terhadap Keputusan Pembelian Tupperware (Studi Kasus pada Persit Kodim 0821 Lumajang)


  • Ika Ayu Amalia Ramadhana STIE Widya Gama Lumajang
  • Zainul Hidayat STIE Widya Gama Lumajang
  • Jesi Irwanto STIE Widya Gama Lumajang


green marketing, green product, purchase decision


Environmental damage is still a major problem to date, despite various policies and methods that have been carried out. There are several parties who make efforts to minimize these problems, one of which is the company. Where they present a strategy of green marketing and green products. Both of these can meet the needs and attract consumers to make purchasing decisions. This research is to analyze the influence of green marketing and green products partially and simultaneously, and to find out which variable has the most dominant impact on Tupperware purchasing decisions on Persit Kodim 0821 Lumajang. The method used is multiple linear regression analysis. The sampling technique used purposive sampling, the sample used was 67 respondents. The results showed that partially and simultaneously green marketing and green product had a significant effect on Tupperware purchasing decisions with an R Square value of 33.5%. The limitation of this study is that it only uses green marketing and green product variables to determine their effects on purchasing decisions. As for other variables that can influence purchasing decisions not examined in this study.



2020-10-29 — Updated on 2020-09-07