The Influence of Green Marketing, Green Awareness and Green Price on Purchase DecisionThe Influence of Green Marketing, Green Awareness and Green Price on Purchase Decision
DOI:
https://doi.org/10.66755/belacoss.v2i3.122Keywords:
Green Marketing, Green Awareness , Green Price, Purchase DecisionAbstract
This study aims to examine the influence of Green Marketing, Green Awareness, and Green Pricing on Purchase Decisions (A case study on consumers of Somethinc serum in Cakung, East Jakarta). A total of 180 respondents participated in this research, which adopted a quantitative approach using purposive sampling. Data was collected through questionnaires and analyzed using multiple linear regression with SmartPLS 3.0. The findings of the study reveal that: (1) Green Marketing has a significant and positive effect on the purchase decision of Somethinc serum; (2) Green Awareness also significantly and positively influences the purchase decision of Somethinc serum; and (3) Green Pricing has a significant and positive impact on the purchasing decisions related to Somethinc serum.
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