The Effect of Green Product, Green Packaging and Green Promotion on Purchase Decisions for Love Beauty & Planet Products in West Jakarta

Abstract

This research aims to analyze the influence of Green Products, Green Packaging and Green Promotion on purchasing decisions for Love Beauty & Planet products. The population used is the people of West Jakarta who have purchased and used Love Beauty & Planet products. The research design uses quantitative methods. The sample used in this research was 160 respondents taken using the Purposive Sampling and Propotional Sampling technique which was calculated based on the number of research indicators with a minimum sample size. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis method uses Partial Least Square. The research results show that Green Products have a positive and significant influence on Purchasing Decisions, Green Packaging has a positive and significant influence on Purchasing Decisions, Green Promotion has a positive and significant influence on Purchasing Decisions on Love Beauty & Planet Products.