Pengaruh Green Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Avoskin Beauty Di Bandar Lampung

Abstract

In the beauty industry, consumers are increasingly paying attention to aspects of sustainable marketing and product quality as factors influencing their purchasing decisions. This study aims to analyze the influence of green marketing and product quality on purchasing decisions for Avoskin Beauty products in Bandar Lampung. The research method used is quantitative with multiple linear regression analysis. Primary data were collected through questionnaires distributed to 150 respondents, namely consumers who use Avoskin Beauty products. Based on the results of this study, it can be concluded that green marketing has a positive and significant effect on purchasing decisions, with a significance value of 0.021 < 0.05 and a t-value (2.326) greater than the t-table (1.975). Product quality also has a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05 and a t-value (11.843) greater than the t-table (1.975). Simultaneously, green marketing and product quality have a significant impact on purchasing decisions, with an F value of 279.993 and a significance level of < 0.001. This study concludes that green marketing and product quality are important factors that significantly influence consumer purchasing decisions. These findings are expected to contribute to the management of more effective marketing strategies, particularly in enhancing consumer loyalty and attraction to purchase the products.