PENGARUH GREEN PRODUCT, GREEN ADVERTISING, DAN GREEN BRAND TERHADAP KEPUTUSAN PEMBELIAN LAMPU LED PHILIPS DI KOTA PADANG

Abstract

The purpose of this study is (1) to identify the effect of green product on purchase decisions of Philips LED (Light Emitting Diode) lighting in Padang. (2) to identify the effect of green advertising on purchase decisions of Philips LED (Light Emitting Diode) lighting in Padang, and (3) to identify the effect of green brand on purchase decisions of Philips LED (Light Emitting Diode) lighting in Padang. This research is quantitative descriptive study, the instrument of the research is a questionnaire. Meanwhile, population of this study are consumers of Philips LED lighting in Padang. This research using purposive sampling as a sampling technique with the number of respondents 100 people. The analytical method in this research is multiple linier regression analysis. The result of the research showed that: (1)green product positively influenced on purchase decision with the regression value was 0,272 and the significance level was 0,019.(2)green advertising positively influenced on purchase decision with the regression value was 0,295 and the significance level was 0,038. (3)green brand positively influenced on purchase decision with the regression value was 0,783 and the significance level was 0,000. (4) green product, green advertising, and green brand simultaneously gave positive influence on purchase decision with the significance level was 0,000, less than 0,05 (p < 0,05), and the adjusted of the green product, green advertising, and green brand on purchase decision was 0,552.