<![CDATA[Abstrak: Kesadaran masyarakat terhadap pentingnya penerapan pertanian berkelanjutan di Indonesia mengalami peningkatan, salah satu bentuk penerapan pertanian ramah lingkungan adalah penggunaan pupuk organik. Kondisi tersebut menunjukkan bahwa aspek lingkungan mulai menjadi pertimbangan penting dalam penggunaan produk pertanian yang lebih ramah lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi hijau, pemasaran hijau, dan media sosial terhadap keputusan pembelian pupuk organik di Kecamatan Ampana Kota. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data dikumpulkan melalui kuesioner, dengan instrumen penelitian menggunakan skala Likert lima poin berdasarkan indikator variabel penelitian. Sampel ditentukan menggunakan purposive sampling sebanyak 100 responden pengguna pupuk organik di Kecamatan Ampana Kota. Data dianalisis menggunakan IBM SPSS Statistics 27 dengan metode analisis regresi linier berganda. Hasil penelitian menunjukan bahwa secara simultan green perception, green marketing, dan media sosial tidak berpengaruh signifikan terhadap keputusan pembelian. Secara Parsial, Media Sosial berpengaruh signifikan terhadap Keputusan Pembelian, meskipun dengan arah hubungan negatif, yang mengindikasikan bahwa paparan informasi melalui media sosial belum tentu mendorong peningkatan keputusan pembelian.Abstract: Public awareness of the importance of sustainable agricultural practices in Indonesia has increased, with the use of organic fertilizer being one form of environmentally friendly agricultural implementation. This condition indicates that environmental considerations have become an important factor in the adoption of more sustainable agricultural products. This study aimed to determine the effects of green perception, green marketing, and social media on organic fertilizer purchasing decisions in Ampana Kota District. This study employed a quantitative approach with an associative research design. Data were collected through questionnaires, with the research instrument using a five-point Likert scale based on the indicators of each research variable. The sample was selected using purposive sampling, involving 100 respondents who had used organic fertilizer in Ampana Kota District. The data were analyzed using IBM SPSS Statistics 27 through multiple linear regression analysis. The results showed that green perception, green marketing, and social media simultaneously had no significant effect on purchasing decisions. Partially, social media had a significant effect on purchasing decisions, although the relationship was negative, indicating that exposure to information through social media does not necessarily encourage an increase in purchasing decisions.]]>
