Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Makanan dan Minuman pada Restoran Braga Permai Cabang Bali

Abstract

Creating customer satisfaction resulting in purchasing decisions, namely the green marketing mix strategy. Green marketing mix is ​​the marketing of products that are considered safe for the environment, thus environmentally friendly marketing combines various activities including product modification, changes in production processes, changes in packaging, and modifying advertisements. The green marketing mix consists of green products, green prices, green places, and green promotions. The purpose of this study is to determine the effect of green product, green price, green place, and green promotion on purchasing decisions partially and simultaneously. The sample used in this study were 99 people who were visiting the Braga Permai restaurant, Bali branch. The data analysis technique used in this study was multiple linear regression analysis. From this research, it is found that green product, green price, green place, and green promotion have a positive and significant impact on food and beverage purchasing decisions at the Braga Permai restaurant, Bali branch. The suggestion in this research is to further examine other factors that can influence purchasing decisions.