ANALISIS PENGARUH GREEN PRODUCT, GREEN PACKAGING, GREEN ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU UHT (ULTRA HIGH TEMPERATURE) ULTRA MILK MELALUI PERSEPSI KONSUMEN
Abstract
This research aims to analyze the influence of green product, green
packaging and green advertising on buying decision toward UHT (Ultra High
Teperature) milk of Ultra Milk which is mediated by consumer perception.
This research used 120 samples taken through nonprobability sampling
technique and purposive sampling technique, in condition that samples had
purchased UHT Ultra Milk and are students of Universitas Muhammadiyah
Yogyakarta. The tool used in the analysis is Structural Equation Modelling (SEM)
operated using AMOS program version 21.0.
Based on the analysis conducted, the result indicated that green product is
proven to be significantly positive toward customer perception. Whereas green
packaging and green advertising give significant negative influence toward
customer perception on UHT Ultra Milk. Further, green product is proven to
significantly give positive influence toward buying decision, green packaging and
green advertising are not proven to significantly give any influence on buying
decision toward UHT Ultra Milk.