THE EFFECT OF GREEN MARKETING MIX ON ADES CONSUMER PURCHASING DECISION IN SEMARANG

Abstract

This study aims to analyze the effect of green marketing mix on ADES consumer purchasing decision in Semarang. ADES is a bottled drinking water in Indonesia. The independent variables in this study are green product, green price, green promotion, and green place. In this study the  dependent variable  is purchasing decision. The number of samples were 100 respondents who domiciled in Semarang and knew ADES as bottled water products. The sampling method used a non-probability sampling method with a purposive sampling technique. The data collection used a questionnaire with Multiple Linear Regression analysis techniques The result showed that green product, green price, and green promotions had a positive and significant influence on purchasing decision, while green place had a positive but not significant effect on purchasing decision.