PENGARUH GREEN PRODUCT DAN GREEN PACKAGING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BUAVITA DI KOTA MALANG

Purchasing decisions are behaviors directed at people who carry out
the final process in a transaction of goods or services. The study aims to see how
significant the influence of green products and green packaging is on purchasing
decisions for Buavita products in Malang City. The selection of Buavita products
is because Buavita is one of the products that has implemented green products with
all the benefits provided instantly but does not ignore health. Buavita has also
implemented green packaging on its packaging by using packaging that can be
recycled. The population in this study were Buavita consumers in Malang City. The
analysis of this study used Structural Equation Modeling with the Partial Least
Square (SEM-PLS) approach. This study shows that green products and green
packaging have an influence of 50.5% on purchasing decisions. Green products
have a more significant influence than green packaging on purchasing decisions for
Buavita products in Malang City.