The Influence of Green Marketing on Customer Purchase Decision in The Body Shop Makassar

Many businesses nowadays use environmental problems as part of their marketing strategy. Green Marketing is the name given to this marketing technique. The growing attention to environmental concerns may be reflected in the increase in environmentally conscious markets. Many businesses are opting for a green marketing strategy firm that has a high chance of increasing revenue. Data collection method of this is using a questionnaire. Multiple regression analysis and hypotheses test was used to test the stated hypothesis and to find out the influence of dependent variable with independent variables using the application SPSS 25. The respondents of this research are 97 respondents. Green marketing in this research is represented by green product, green advertising and green brand as the independent varibales. The result shows that these three independent variables have positive and significant influence on customer purchase decision simultaneously. Partially, both green product and green brand has a positive and significant influence on customer purchase decision. While green advertising has no significant influence on customer purchase decision.

Keywords : Green product, green advertising, green brand, purchase decision