PENGARUH PRODUK HIJAU DAN PERIKLANAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRAMILK (STUDI KASUS PADA KECAMATAN PANGKALBALAM)

Abstract

This thesis was written and prepared by Sintia Feronika with Student Indentification Number 230210015 entitled “The Influence of Green Product and Green Advertising on the Purchase Decision of Ultramilk (A Case Study in Pangkalbalam Sub-district)". This research was conducted from January to June 2025. The aim of this research is to the influence of green product and green advertising on customer decisions in purchasing product, both individually and together. This research uses a quantitative descriptive approach method. Data collection was out by distributing questionnaires to 100 respondents in Pangkalbalam sub-disctrict. The sample was determined using the non-probability sampling techniques. Data analysis used Validity Test, Reliability Test, Classic Assumption Test, Multiple Linear Regression Test, Simultaneous Test (F Test) and Partial Test (t Test) processed with JASP. The results of the study show that green product and green advertising have a positive and significant impact on purchasing decisions. Simultaneously, both variables contribute significantly to purchasing decisions.