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This Author published in this journals
All Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal of Innovation Research and Knowledge Sasambo: Jurnal Abdimas (Journal of Community Service)
Fermatika Oktavia Hanna
Universitas Pendidikan Mandalika
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of Innovation Research and Knowledge

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PENGARUH GREEN MARKETING DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP DI KOTA MATARAM Fermatika Oktavia Hanna; Ahmad Fatoni Karim Amirullah; I Ketut Kusuma Wijaya
Journal of Innovation Research and Knowledge Vol. 4 No. 7: Desember 2024
Publisher : Bajang Institute

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Abstract

This study aims to analyze the influence of green marketing and lifestyle on the purchasing decisions of The Body Shop products in Mataram City. The method used is quantitative with a survey approach, involving 100 respondents selected through purposive sampling techniques. Data were collected using a questionnaire measuring the variables of green marketing, lifestyle, and purchasing decisions with a Likert scale. Data analysis was conducted using multiple linear regression, showing that green marketing and lifestyle have a positive and significant effect on purchasing decisions. The results indicate an R-Square value of 0.65, meaning that 65% of the variance in purchasing decisions can be explained by these two variables. These findings suggest that marketing strategies focused on sustainability and promoting an environmentally friendly lifestyle can enhance consumer loyalty to The Body Shop products
Co-Authors AFRIDA NUR CHASANAH Afrida Nurchasanah Ahmad Fatoni Karim Amirullah I KETUT KUSUMA WIJAYA I Ketut Sukarma Sukarma Ridho Rafqi Ilhamalimy Sami’un Sami’un Sari Kartika Ningrum