PENGARUH GREEN PRODUCT DAN GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ELEKTRONIK MERK SHARP DI ELECTRONIC CITY CIPINANG INDAH MALL JAKARTA TIMUR

Abstract

This study aims to determine: 1) The effect of green products on purchasing decisions for Sharp brand electronic products at Electronic City Cipinang Indah Mall, East Jakarta; 2) The effect of green marketing on purchasing decisions for Sharp brand electronic products at Electronic City Cipinang Indah Mall, East Jakarta; 3) Simultaneously the effect of green product and green marketing on the Purchase Decision of Sharp brand electronic products at Electronic City Cipinang Indah Mall, East Jakarta. This study uses a quantitative approach. The research instrument was in the form of a questionnaire. The sample used amounted to 66 respondents namely consumers of Sharp brand electronic products at Electronic City Cipinang Indah Mall, East Jakarta. Test the validity of the instrument using the Pearson Product Moment correlation formula. Reliability test using Alpha Cronbach. Hypothesis testing uses multiple regression analysis. Keywords: green product, green marketing, purchasing decision.