ANALISIS PENGARUH GREEN PRODUCT DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO

The purpose of this study is to describe the green product and price on purchasing decisions on Lemonilo noodles, to analyze and test the effect of green products on consumer purchasing decisions of Lemonilo noodles in Gresik and to analyze and test prices on consumer purchasing decisions of Lemonilo noodles in the city. Gresik. The type of research conducted is survey research. The population in this study is the people of the city of Gresik who have made a decision to purchase Lemonilo noodles using purposive sampling, so the number of research samples is 100 respondents. The data analysis technique used scale range analysis and multiple linear regression. The results of the analysis of green products on Lemonilo noodles are in the good category, while prices for Lemonilo noodles are in the affordable category and purchasing decisions on Lemonilo noodle products are in the steady/fast category. The green product variable is known to have a positive and significant effect on purchasing decisions for healthy instant noodle products, Lemonilo noodles. The price variable is known to have a positive influence on purchasing decisions for healthy instant noodle products, Lemonilo noodles