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All Journal Duconomics Sci-meet (Education & Economics Science Meet)
Nabila Citra Dewi
Universitas Indraprasta PGRI
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Green Marketing, Customer Satisfaction, and Facilities on Purchasing Decisions at McDonald's Cipayung Nabila Citra Dewi; Adi Artino; Iramdan Iramdan; Hapsari Widayani
Duconomics Sci-meet (Education & Economics Science Meet) Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/duconomics.v5.9310

Abstract

The objective of this study is to determine the influence of green marketing, customer satisfaction, and facilities on purchasing decisions at McDonald’s Cipayung. The sampling technique employed was probability sampling, involving a sample of 80 respondents. Primary data were collected through the distribution of questionnaires. The analysis techniques used included validity testing, classical assumption testing, the coefficient of determination, and multiple linear regression. The study results indicate that: (1) green marketing has a significant positive effect on purchasing decisions at McDonald’s Cipayung; this is evidenced by the green marketing variable's significance value of 0.000 (< 0.05) and a calculated t-value of 5.310 (> t-table value of 1.992). (2) Customer satisfaction has a significant positive effect on purchasing decisions at McDonald’s Cipayung; this is evidenced by the customer satisfaction variable's significance value of 0.004 (< 0.05) and a calculated t-value of 2.944 (> t-table value of 1.992). (3) Facilities have a significant positive effect on purchasing decisions at McDonald’s Cipayung; this is evidenced by the facilities variable's significance value of 0.002 (< 0.05) and a calculated t-value of 3.134 (> t-table value of 1.992). (4) The significance value of 0.000 (< 0.05) and the calculated F-value exceeding the F-table value (21.609 > 2.492) indicate that green marketing, customer satisfaction, and facilities simultaneously exert a significant influence on purchasing decisions.
Co-Authors Artino, Adi Hapsari Widayani Iramdan Iramdan