PENGARUH GREEN MARKETING DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PADA YAMAHA PANCA MOTOR PAGAR DEWA

Authors

  • Hana Syafira Universitas Muhammadiyah Bengkulu
  • Ade Tiara Yulinda Yulinda Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.36085/jems.v3i2.3560

Abstract

Abstract

This study aims to 1) determine the effect of green marketing on purchasing decisions for Yamaha Panca Motor Pagar Dewa products. 2) Knowing the influence of lifestyle on purchasing decisions for sheren hijab products. 3) Knowing the effect of green marketing and lifestyle on purchasing decisions for Yamaha Panca Motor Pagar Dewa products. This type of research is a quantitative approach. The method used in this research is descriptive method. The population in this study were all consumers of Yamaha Panca Motor Pagar Dewa. The sample is 140 consumers of Yamaha Panca Motor Pagar Dewa. Based on the results of research on the effect of green marketing and lifestyle on purchasing decisions at Yamaha Panca Motor Pagar Dewa. 1) The tSig value for the Green marketing variable (X1) is 0.002. So it can be concluded that tSig<Sig (0.002<0.050 ) means Ha is accepted and H0 is rejected, that the Green marketing variable affects the purchasing decision of Yamaha Panca Motor Pagar Dewa .2) The tSig value for the Lifestyle variable (X2) is 0.001. So it can be concluded that tSig<Sig (0.001<0.050 ) means Ha is accepted and H0 is rejected, that the Lifestyle variable affects the purchasing decision of Yamaha Panca Motor Pagar Dewa. 3) The hypothesis test above can be seen for the Green marketing variable (X1), and Lifestyle (X2) Fsig value = 0.004. So it can be concluded that FSig < Sig (0.004 < 0.050 ) means Ha is accepted and H0 is rejected, that each variable has a significant effect on purchasing decisions (Y) on Yamaha Panca Motor Pagar Dewa.

 

Keywords: Green Marketing, Lifestyle, Decision,

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Published

2022-08-03

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