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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis
Adawiya, Alifiya Dipta
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Agriculture, Biological Sciences & Forestry

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Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Susu Oatside sebagai Produk Hijau pada Mahasiswa di Kota Bandung Adawiya, Alifiya Dipta; Kastaman, Roni; Syahmurman, Faizal
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 11, No 1 (2025): Januari 2025
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v11i1.15494

Abstract

In the last few decades, global public awareness of preserving the environment has increased. Young consumers are also increasingly concerned about the environment by purchasing environmentally friendly products, such as plant-based milk. This research aims to see the influence of the green marketing mix on purchasing decisions for Oatside plant-based milk among students in Bandung. The independent variables consist of green product (X1), green price (X2), green place (X3), and green promotion (X4) with purchasing decisions (Y) as the dependent variable. Respondents consisted of 100 students in Bandung City. The method used is descriptive with multiple linear regression analysis. The research results show that green product, green price, green place, and green promotion simultaneously have a significant influence on purchasing decisions using the f-test. Partially using the t-test, the green price variable (X2) has the most dominant influence on purchasing decisions.
Co-Authors Roni Kastaman Syahmurman, Faizal