THE INFLUENCE OF GREEN MARKETING MIX ON THE PURCHASE DECISION OF ENVIRONMENTALLY FRIENDLY AIR CONDITIONERS Fadila Suaib1,*, Rosida Adam2, Lindanur Sipatu2, Fatlina2
1 Student of Management Program PSDKU Tadulako University Tojo Una-Una
2 Lecturer of Management Department Faculty of Economics and Business Tadulako University
Abstract
This research aims to understand and analyze the influence of the Green Marketing Mix (green product, green price, green place, green promotion) on the purchasing decisions of Eco-Friendly Air Conditioner Products. The type of research is quantitative, focusing on understanding causal relationships with a cross-sectional approach. The population of this study consists of all consumers who are purchasing Eco-Friendly Air Conditioning Products at Majesti Electronics Store in Ampana, with a sample size of 50 respondents using purposive sampling technique. The data collection technique used a questionnaire that has been tested for validity and reliability and was analyzed using Multiple Linear Regression. The research results indicate that the average variables of the Green Marketing Mix consist of : green product at 3.86%, green price at 4.09%, green place at 3.98%, green promotion at 3.8%. Both partially and simultaneously, the Green Marketing Mix variables significantly influence purchasing decisions. The adjusted R square value of 78.6% shows that purchasing decisions are influenced by the Green Marketing Mix by 78.6%. Both partially and simultaneously, the Green Marketing Mix has a positive and significant effect on purchasing decisions. Promotion of environmentally friendly AC products can be further enhanced through social media promotion.
