THE INFLUENCE OF GREEN MARKETING ON GENERATION Z^S PURCHASING DECISION
Ayuni Halik1*, Rosida P Adam2, Lindanur Sipatu2, Fatlina2

1Student of Management Study Program PSDKU Tadulako University Tojo Una-Una
2Lecturer of Management Department Faculty of Economics and Business,Tadulako University

Abstract

Purchase decisions can be influenced by internal and external factors. The research aims to find out and analyze the influence of green marketing on Unilever product purchase decisions among Generation Z. This type of research is quantitative, focusing on understanding causal relationships with cross-sectional approaches. The population is 884, with a sample of 90 respondents using the purposive sampling technique. Data collection uses questionnaires that have been tested for validity and reliability and analyzed using Multiple Linear Regression. The results of the study show that the average green marketing variables consist of: green promotion of 3.39, green price of 3.33, green place of 3.46, and green product of 3.47. Partially, the variables of green price, green place, and green promotion have a significant effect on the purchase decision, while green products do not have a significant effect on the purchase decision. The results of simultaneous testing showed that green marketing had a significant effect on tourist satisfaction. The adjusted R square value of 88.1% shows that the purchase decision is influenced by the green marketing variable of 88.1%. Affordable prices can be considered as an effort to improve purchasing decisions in Generation Z consumers.

Keywords: Green Marketing, Purchase Decision

Topic: Green economics