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  2. Media Ekonomi : Vol 23 No 1 Januari 2023
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Pengaruh Religiusitas Dan Green Consciousness Terhadap Keputusan Pembelian Sabun Cuci Green Wash

Leni Susanti, Muhammad Fithrayudi Triatmaja

Abstract


Penelitian ini meneliti tentang pengaruh religiusitas dan green consciousness terhadap keputusan pembelian pada produk Green. Kecenderungan menuju pemasaran hijau sebagai salah satu alasan untuk lebih memperhatikan masalah lingkungan Tujuan dari penelitian ini adalah untuk mengetahui peran religiusitas dan green consciousness dalam mempengaruhi keputusan pembelian konsumen. Metode yang digunakan untuk penelitian ini adalah penelitian kuantitatif. Sampel yang digunakan adalah 100 responden. Alat analisis yang digunakan adalah SmartPLS. Hasil penelitian ini menunjukkan bahwa religiusitas tidak berpengaruh terhadap keputusan pembelian sedangkan green consciousness mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian.


Keywords


ligiusitas; green marketing; green product; keputusan pembelian

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DOI: 10.30595/medek.v23i1.14229

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ISSN: 2579-4418