Pengaruh Green Product dan Green Advertising terhadap Keputusan Pembelian Produk Organik (Survey pada konsumen Superindo Cabang Metro Bandung)

Penelitian ini mencoba untuk mengetahui faktor-faktor apa yang menyebabkan konsumen melakukan keputusan pembelian terhadap produk organik, penelitian ini mengunakan 2 variabel independen yaitu Green Product dan Green Advertising, sementara Keputusan Pembelian sebagai variabel dependennya. Setelah dilakukan tinjauan pustaka, dan penyusunan hipotesis, data dilakukan melalui metode kuesioner yang disebar kepada 100 orang responden pada konsumen Superindo Supermarket cab.Metro Bandung dengan menggunakan Insidental Sampling. Sedangkan analisis dilakukan dengan pengolahan data menggunakan SPSS 20 for windows. Kemudian dilakukan analisis dengan data yang ada menggunakan uji validitas, reabilitas, analisis korelasi, koefisien determinasi dan uji t. Hasil analisis verifikatif dan deskriptif melalui analisis dalam uji validitas dan uji reliabilitas item kuesioner Green Product secara parsial berpengaruh signifikan terhadap Keputusan Pembelian sebesar 6,235, sedangkan Green Advertising juga berpengaruh signifikan terhadap Keputusan Pembelian sebesar 6,632.

Environment means not behaving consumptive use of natural resources taste, choosing to use environmentally friendly products and so on. To grow the Consumer Purchase Decision, Green Product and Green Advertising are two important things.This study attempts to determine what factors are causing consumers make purchasing decisions towards organic products, this study uses two independent variables, namely Green Product and Green Advertising, while the Purchase Decision as the dependent variable.After a literature review, and compilation hypothesis, the data is done via the method of questionnaires distributed to 100 respondents in the consumer Superindo Supermarket branch Metro using incidental sampling. While the analysis is done by processing the data using SPSS 20 for windows. Then do the analysis with existing data using validity, reliability, correlation analysis, the coefficient of determination and t test.The results from verification and description analysis through validity and reliability test questionnaire item of the study showed that Green Product partially significant effect on Purchase Decision of 6,235, while Green Advertising also significantly influence the purchase decision of 6.632.