Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Produk Wikstea pada Mahasiswa Fakultas Kehutanan Universitas Sumatera Utara

Abstract

Penelitian ini bertujuan; (1) Untuk mengetahui pengaruh green product terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara.; (2) Untuk mengetahui pengaruh green price terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. (3) Untuk mengetahui pengaruh green place terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. (4) Untuk mengetahui pengaruh green promotion terhadap keputusan pembelian produk Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. Populasi pada penelitian ini sebanyak 377 orang, sampel penelitiannya 195 orang, teknik analisis menggunakan regresi linier berganda dan jenis penelitian bersifat kuantitatif dan bersifat asosiatif. Hasil penelitian ini; (1) Green product berpengaruh signifikan terhadap keputusan pembelian produk minuman Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara, (2) Green price berpengaruh signifikan terhadap keputusan pembelian produk minuman Wikstea pada mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. (3) Dari pernyataan green place, kedepannya pengadaan stand/gerai Wikstea dapat semakin ditingkatkan untuk menjangkau konsumen yang baru. (4) Pernyataan green promotion, diharapkan perusahaan Wikstea dapat membuat iklan atau promosi tentang pentingnya penggunaan produk yang ramah bagi mahluk hidup dan lingkungan. The aim of this study; (1) To determine the influence of green products on the decision to purchase Wikstea products among students at the Faculty of Forestry, University of North Sumatra; (2) To determine the effect of green prices on purchasing decisions for Wikstea products among students at the Faculty of Forestry, University of North Sumatra. The results of this research; (3) To determine the influence of green places on purchasing decisions for Wikstea products among students at the Faculty of Forestry, University of North Sumatra. (4) To determine the effect of green promotion on purchasing decisions for Wikstea products among students at the Faculty of Forestry, University of North Sumatra. The population in this study was 377 people, the research sample was 195 people, the analysis technique used multiple linear regression and This type of research is quantitative research and is associative in nature. The results of this research; (1) Green products have a significant influence on the decision to purchase Wikstea beverage products among students at the Faculty of Forestry, University of North Sumatra, (2) Green price has a significant influence on decisions to purchase Wikstea beverage products among students at the Faculty of Forestry, University of North Sumatra. (3) From the green place statement, in the future the procurement of Wikstea stands/outlets can be further increased to reach new consumers. (4) Green promotion statement, it is hoped that the Wikstea company can make advertisements or promotions about the importance of using products that are friendly to living creatures and the environment.