Pengaruh Kebijakan Kantong Plastik Berbayar, Kesadaran Lingkungan, dan Green Living terhadap Minat Beli Produk Organik

This research is a study of green marketing that analyzes the effect of paid plastic bag policies, environmental awareness, and green living on the purchase intention of organic products. The population in this study were all students of the University of Muhammadiyah Surakarta with a sample of respondents as many as 100 respondents. The sampling technique in this study uses non probability sampling techniques by accidental sampling. This study uses a questionnaire with the help of Google form in collecting data. The analysis of this study uses multiple linear regression with the results that the policy of paid plastic bags, environmental awareness, and green living have an individual significant effect on buying interest in organic products. While the influence of these three variables simultaneously or together on buying interest is 42.8%