Analisis green price dan green place terhadap keputusan pembelian produk Tupperware di Kecamatan Tapian Dolok
Abstract
Aktivitas bisnis yang ramah lingkungan kerap dilaksanakan saat ini untuk mengurangi terjadinya pemanasan global. Tidak hanya aktivitas produksi yang ramah lingkungan namun juga aktivitas pemasaran yang ramah lingkungan (green marketing). Tujuan penelitian ini menganalisis komponen pemasaran hijau diantaranya green place dan green price dalam pengambilan keputusan pembelian produk Tupperware di Kecamatan Tapian Dolok. Penerapan green place dan green price penting untuk diinvestigasi seberapa jauh pengaruhnya terhadap keputusan pembelian konsumen. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Adapun populasi dalam penelitian ini adalah semua masyarakat di Kecamatan Tapian Dolok, dengan sampel 100 konsumen Produk Tupperware. Teknik penarikan sampel menggunakan teknik purposive sampling dengan memanfaatkan kuesioner. Metode analisis yang digunakan adalah analisis regresi linear berganda. Hasil penelitian membuktikan bahwa green price dan green place secara parsial (uji-t) maupun simultan (uji-F) tidak berpengaruh terhadap keputusan pembelian Produk Tupperware di Kecamatan Tapian Dolok.
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DOI: http://doi.org/10.25273/equilibrium.v12i1.18536
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