Pengaruh Green Product dan Kualitas Produk Terhadap Keputusan Pembelian Tumbler VOAVA pada Konsumen Generasi Millenial dan Generasi Z

Abstract

Environmental damage is a problem that is currently receiving the attention of the wider community, especially people in Indonesia. Starting from the problem of air pollution, water pollution and the most phenomenal is the problem of waste. So there is a company called voava, which is a trademark that produces tumlers to maintain environmental balance or can minimize environmental damage, especially in Indonesia. This study was conducted to find out whether there is an influence of green product indicators and product quality on the purchase decision of tumler voava on millennial and generation Z consumers. The sample taken was 117 respondents. Samples were selected based on the purposive sampling method. The data analysis method is Explanatory Research using a quantitative research approach. The data analysis techniques used were Outer model, reliability test and Cronbach's alpha, discriminate validity test, structural model analysis, multicollinearity test, adjusted R-Square, f square, and hypothesis test. The results of the study show that green products have a significant effect on purchasing decisions while product quality variables have no effect on purchasing decisions.