Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian (Studi Kasus Konsumen Lampu Led Philips Di Kota Medan Melalui Internet)

Abstract

Tujuan penelitian yaitu untuk mengetahui Pengaruh Green Marketing dan Corporate Social Responsibility Terhadap Keputusan Pembelian (Studi Kasus Konsumen Lampu LED Philips di Kota Medan). Jenis penelitian ini yaitu penelitian kuantitatif bersifat asosiatif di mana suatu penelitian bertujuan untuk mengetahui hubungan antara dua variabel. Populasi penelitian adalah konsumen lampu LED Philips di Kota Medan yang tidak diketahui jumlahnya secara pasti. Metode menentukan besarnya sampel yang digunakan yaitu dengan menggunakan rumus unkwon population. Jumlah sampel dalam penelitian yaitu 100 responden. Data dikumpulkan dengan menggunakan kuesioner dengan skala Likert yang disebar secara online melalui google form. Metode analisis yang dipakai yaitu regresi linear berganda. Berdasarkan hasil uji t pada variabel green marketing secara parsial berpengaruh positif terhadap keputusan pembelian konsumen lampu LED Philips di Kota Medan. Pada variabel corporate social responsibility secara parsial berpengaruh positif terhadap keputusan pembelian konsumen lampu LED Philips di Kota Medan. Berdasarkan Uji Koefisien determinasi variabel keputusan pembelian dapat dijelaskan oleh variabel green marketing dan corporate social responsibility. The research objective is to determine the effect of green marketing and corporate social responsibility on purchasing decisions (a case study of Philips LED lamp consumers in Medan). This type of research is associative quantitative research in which a study aims to determine the relationship between two variables. The research population is consumers of Philips LED lights in Medan City whose exact number is not known. The method of determining the size of the sample used is by using the unknown population formula. The number of samples in this research is 100 respondents. Data was collected using a questionnaire with a Likert scale which was distributed online via the Google form. The analytical method used is multiple linear regression. Based on the results of the t test on the green marketing variable, it partially has a positive effect on the purchase decision of Philips LED lighting consumers in Medan City. The corporate social responsibility variable partially has a positive effect on consumer purchasing decisions for Philips LED lights in Medan City. Based on the Coefficient Test of determination of the purchasing decision variable, it can be explained by green marketing and corporate social responsibility variables.