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SITI KHODIJAH
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Journal : Jurnal Riset Mahasiswa Akuntansi

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Pengaruh Green Marketing dan Corporate Social Responbility terhadap Keputusan Pembelian (Studi kasus : Produk Wardah Beauty) Siti khodijah; Mas'ut; Dinda thalia sabila; Nita Azhari Simanjuntak
Jurnal Riset Mahasiswa Akuntansi Vol. 5 No. 3 (2025): Jurnal Riset Mahasiswa Akuntansi, September 2025
Publisher : Fakultas Ekonomi dan Bisnis Unram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/risma.v4i2.2215

Abstract

The phenomenon of global warming encourages society and producers to pay more attention to environmental aspects, including in the cosmetics industry. Consumers are now increasingly aware of the importance of choosing environmentally friendly products, thus encouraging companies to use Green Marketing and Corporate Social Responsibility (CSR) strategies. This study aims to determine the effect of Green Marketing and CSR on purchasing decisions for Wardah products in Medan City. This study uses an associative quantitative method with a sample of 50 Wardah product users. Data were collected through questionnaires and analyzed using SPSS V20, including validity tests, reliability, classical assumptions, multiple linear regression, F test, t test, and coefficient of determination. The results of the study indicate that Green Marketing and CSR simultaneously and partially have a positive and significant effect on purchasing decisions.
Co-Authors Abdul Muhaimin Achmad Rofi’i Adelina Fitri Tanjung AFRIZAL AFRIZAL Ahmad Mardhotillah Akmal Rizki Gunawan Alimuddin A Andy Hakim Angga Febiyanto Angger Putri Mahardini Annesya Atma Battya Annisa Miftahul Rosada Bangun, Adriana Beginer Subhan Dea Nursifa Defan Afrinan Dinda thalia sabila Dodi Kurniawan Doni Irawan Saragih Eka Ristin Tarigan Ersi Sisdianto Erwana Dewi F. Irsan Faisal Ihsan Febda Farian Haddad Ulum Harahap Halili, Heri Rifhan Hawis H Madduppa Hermi Cahyawati Ibrahim Ibrahim Ida Komala Idham A. Nasrullah Iip Rifa'i Ika Kartika Indah Wilia Titania Indrayuda Indrayuda Juli Avni Siregar Kamsari Kamsari Karizma Fahlevy Khairatun Hisan Khoirul Riyansyah M. Hengki Riawan P M. Naufal Syarif Maragustam Maragustam Maragustam, Maragustam Mas'ut Masyfiatul Asriyah Meldawati Meldawati Mia Setiawati Mufti Wirawan Muhammad Muhammad Syahbudi Muji Wasini Mulyadi Musyarrofah Najma Jahira Namiroh Nazarudin, Mgs Ningsih, Nining Surya Nita Azhari Simanjuntak Nur adila zulfa NUR AHMADI BI RAHMANI Nur Hakikah Nur Maidah Nurul Fatma Hidayah Nurul Fitria Kumala Dewi Putri Sekar Sari Qonita Amanda Putri Rahma Aji Kurniawan Retno Purwani Setyaningrum Revina Untari Ria Yuni Rahmawati, Mayta Novaliza Isda, Siti Fatonah, Ridha Fathihatunnisa Riska Yulia Rismatul Mukminin rita apriliani Riyanto Riyanto Rizka Ar Rahmah Romadoni Rosdanilah Rosdanilah Rosidah Rumyeni, Rumyeni Seipah Kardipah Sibawaihi Sibawaihi Siti Noor Hasanah Sri Nuryati Sukhlani Suqiyah Musafaah Surani, Dewi Syamsul Huda Taufik Jauhari Tine Mulyaningsih Tri Chairunisa Tri Dian Nurhalimah Ummul Karima Valina Singka Subekti Wahyuni Daulay Wardatuz Zahroh Yudi Maulidin Yusril Mahendra