TY - JOUR AU - Ni Luh Sukraeni AU - Dewa Nyoman Benni Kusyana PY - 2022/11/01 Y2 - 2024/03/29 TI - Meningkatkan Keputusan Pembelian dengan Meningkatkan Green Marketing Mix JF - WidyaAmrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata JA - WidyaAmrita VL - 2 IS - 4 SE - Articles DO - 10.32795/vol4wamrtno1th24 UR - https://ejournal.unhi.ac.id/index.php/widyaamrita/article/view/1584 AB - This research was conducted with the aim to determine the effect of the green marketing mix consisting of green product, green price, green place, and green promotion on purchase decision at Serenity Eco Guesthouse and Yoga Canggu, both partially and simultaneously. The population of this study were 1,561 customers and the sample was determined to be 94 people with the Slovin formula and using the accidental sampling method. The analysis technique used is multiple linear regression. From the results of data analysis, it is concluded that green product, green price, green place, green promotion partially have a positive and significant effect on purchase decision at Serenity Eco Guesthouse and Yoga Canggu. ER -