Pengaruh Green Marketing Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen the Body Shop Di Indonesia Dan Di Malaysia)

This research aims to examine the influence of green marketing straegy towards purchasing decision in either silmultaneously and partially as well as to identify any differences in the effect of green marketig towards purchasing decision of consumers in Indonesia and Malaysia. The type of this research is explanatory research with quantitative approach. Variables used in this research are Environmental Awarenes (X1), Green Product Features (X2), Green Product Price, Green Product Promotion (X4) and Purchase Decision. The research population are the people who live in Jakarta-Indonesia and Kuala Lumpur-Malaysia who are consumers of green products The Body Shop. Total sample in this study is as much as 113 respondents. Methods of data collection using a questionnaire distributed through google forms. The data analysis used are multiple linear regression analysis and comparative analysis. The analysis showed that there is a significant influence together and partially between variables Environmental Awareness (X1), Green Product Features (X2), Green Product Price (X3), Green Product Promotion (X4) towards Purchase Decision (Y). The results of the comparative analysis showed no significant differences between the effects of environemtal awareness, green product features, green products and green product promotion price on purchase decisions among consumers in Indonesia and in Malaysia