ABSTRAK

Elga Melany Puteri, 1910412320002, 2023, Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Produk Body Mist The Body Shop Di Kota Banjarmasin, dibawah bimbingan: Saladin Ghalib.

Penelitian ini bertujuan untuk menguji pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Produk Body Mist The Body Shop Di Kota Banjarmasin. Pendekatan penelitian yang digunakan adalah dengan metode kuantitatif. Teknik sampling yang digunakan adalah Non- Probability Sampling,yaituPurposive Sampling dengan perolehan sampel diambil sebanyak 110 responden. Pengumpulan data dilakukan dengan menggunakan kuesioner dan analisis data menggunakan regresi linier berganda.

Hasil penelitian menunjukkan bahwa Green Marketing (X1) berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) dan Brand Image (X2) berpengaruh secara positif dan signifikan terhadap Keputusan Pembelian. Secara simultan Green Marketing dan Brand Image berpengaruh signifikan terhadap Keputusan Pembelian.

Kata Kunci: Green Marketing, Brand Image, Keputusan Pembelian

ABSTRACT

Elga Melany Puteri, 1910412320002, 2023. The Effect of Green Marketing and Brand Image Toward Purchase Decisions on Body Mist The Body Shop Products in Banjarmasin City, under the guidance of: Saladin Ghalib.

            This study aims to examine. The Effect of Green Marketing and Brand Image Toward Purchase Decisions on Body Mist The Body Shop Products. The research approach used is to use quantitative methods. The sampling technique used was Non- Probability Sampling - Purposive Sampling   with 110 respondents being taken as a sample. Data collection was carried out using a questionnaire and analysis using multiple linear regression.

The results showed that Green Marketing (X1) had a positive and significant effect om purchasing decisions (Y) and Brand Image (X2) had a positive and significant effect on purchasing decisions. Simultaneously Green Marketing and Brand Image have a significant effect on purchasing decisions.

Keywords: Green Marketing, Brand Image, Purchase Decision