Abstract
The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities. This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products. The research sample was determined by a purposive sampling method of 125 consumers. Data collection was carried out by distributing questionnaires to consumers of Big Tree Farms products at Lotus Food Services Jimbaran, Badung. The data analysis technique in this study used multiple linear regression analysis. The conclusions from the results of the study are, Green marketing mix (green product, green price, green place and green promotion) has a positive and partially significant effect on the purchasing decisions of Big Tree Frams products at Lotus Food Services Jimbaran, Badung.
 Keyword : Green Marketing Mix,Buying Decision
Highlights
The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities
This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products
Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen (Survei pada Konsumen The Body Shop di Indonesia dan di Malaysia)
Summary
Pengujian validitas masing-masing instrumen penelitian yang diperoleh dari jawaban kuesioner sangat penting dilakukan untuk memperoleh hasil penelitian yang valid. Dapat dijelaskan bahwa distribusi frekuensi jawaban responden dari 5 indikator variabel keputusan pembelian produk tergolong dalam kategori baik dengan rata-rata skor 3,42, meskipun demikian masih ada dua indikator yang dianggap belum baik dengan kategori cukup baik, yaitu Pengenalan Kebutuhan dan Pencarian Informasi. Dapat dijelaskan bahwa distribusi frekuensi jawaban responden dari 5 indikator variabel green product tergolong dalam kategori baik dengan rata-rata skor 3,56, meskipun demikian masih ada satu indikator yang dianggap belum baik dengan kategori cukup baik, yaitu Bahan Alami. Dapat dijelaskan bahwa distribusi frekuensi jawaban responden dari 5 indikator variabel green price tergolong dalam kategori baik dengan rata-rata skor 3,56, meskipun demikian masih ada satu indikator yang dianggap belum baik dengan kategori cukup baik, yaitu Biaya Untuk Kesehatan.
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