Pengaruh Green Marketing Dan Inovasi Produk Terhadap Keputusan Pembelian Di Dusun Bambu Bandung
- Jurnal Nasional
- Baroka Herlambang, Indah Nur Agustiani, Khoirul Fajri
- Manajemen dan Pariwisata, Vol. 2 No. 2
Abstrak
This research was conducted at the Dusun Bambu Bandung tourist spot, the aim was to
examine the effect of green marketing and product innovation on purchasing decisions.
This study uses validity, reliability and normality test instruments with descriptive and
verification analysis to prove the hypotheses that have been made.The results of this study
indicate that there is a relationship between green marketing on purchasing decisions with
an effect of 59.1%, there is a relationship between product innovation on purchasing
decisions with an influence of 48.4% and finally there is an influence between green
marketing and product innovation simultaneously on decisions purchase by 40%. This
proves that green marketing factors and product innovation are factors that influence
purchasing decisions.
Keywords: Green marketing, Product innovation, Purchasing decision, Dusun Bambu
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