Pengaruh Green Marketing terhadap Keputusan Pembelian (Survey Pelanggan pada Produk Makanan Ramah Lingkungan di Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung)
Abstract
Penelitian ini bertujuan untuk mengetahui penerapan dan upaya Green Marketing pada Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung, bagaimana tanggapan konsumen tentang pelaksanaan Green Marketing pada Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung, bagaimana Keputusan Pembelian pada Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung dan bagaimana pengaruh Green Marketing terhadap Keputusan Pembelian. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian yang dilaksanakan bersifat verifikatif. Subjek dalam penelitian ini berjumlah 100 responden. Teknik pengumpulan data yang digunakan adalah Kuesioner. Metode analisis data yang digunakan adalah Analisis Regresi Linier Sederhana untuk mengetahui arah hubungan antara variabel independen dengan variabel dependen. Hasil penelitian ini menunjukkan adanya pengaruh Green Marketing terhadap Keputusan Pembelian pada Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung dengan nilai p = 0.000, koefisien korelasi sebesar 0,448 (R =0,448), dan koefisien determinan (R-Square/R2) sebesar  20,1%. Artinya terdapat pengaruh antara Green Marketing terhadap Keputusan Pembelian.
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DOI: http://dx.doi.org/10.29313/.v0i0.7434
