Pengaruh Green Marketing dan Pemasaran Digital terhadap Keputusan Pembelian melalui Peran Faktor Lingkungan yang Dinamis sebagai Pemoderasi (Studi Kasus: UKM XYZ – Tanggulangin, Sidoarjo)

Rizky Nurrochmad Ismail, Rony Prabowo, Moch. Kalam Mollah

Abstract

This research, which uses a quantitative approach with a survey method, aims to determine the relationship between Green Marketing and Purchasing Decisions and to look for the relationship between the independent variables Green Product, Green Advertising, Green Brand, Green Value and Digital Marketing on the dependent variable Purchasing Decisions through the moderating role of the Role of Dynamic Environmental Factors. The samples taken were 120 respondents. To obtain the analysis model, the Smart PLS program was used. Descriptive analysis and path analysis were used to determine the results of data analysis in this research. The research results show that: 1). Simultaneously Green Product, Green Advertising, Green Brand, Green Value and Digital Marketing through the Role of Dynamic Environmental Factors have a positive but not significant effect on Purchasing Decisions, while partially Green Brand, Green Value and Digital Marketing have a positive and significant effect on Purchasing Decisions. So only Green Products and Green Advertising are positive but not significant on Purchasing Decisions. 2). Green Product, Green Advertising, Green Brand, Green Value and Digital Marketing contribute to explaining the Purchase Decision variable by 96.3% and 3.7% is explained by other variables outside the model.

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