Pengaruh Pengetahuan Ramah Lingkungan, Sikap Terhadap Lingkungan Dan Gaya Hidup Pada Keputusan Pembelian Nature Republic Di Surabaya
Abstract
Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh pengetahuan ramah lingkungan, sikap terhadap lingkungan dan gaya hidup pada keputusan pembelian Nature Republic di Surabaya. Jenis penelitian yang digunakan dalam penelitian ini yaitu penelitian kuantitatif, populasi pada penelitian ini yaitu konsumen Nature Republic di Surabaya, dengan menggunakan Teknik pengambilan sampel yaitu Purposive Sampling dengan jumlah responden sebanyak 100 orang digunakan kuesioner untuk pengumpulan datanya. Sedangkan teknik analisis regresi data yang digunakan adalah teknik analisis regresi linier berganda. Hasil Penelitian ini menunjukkan bahwa nilai signifikan hasil dari analisis variabel pengetahuan ramah lingkungan (X1) sebesar 0,010 yang berarti secara parsial berpengaruh signifikan pada keputusan pembelian, sedangkan nilai signifikan hasil variabel sikap terhadap lingkungan (X2) sebesar 0,256 yang berarti secara parsial tidak memiliki pengaruh pada keputusan pembelian serta nilai signifikan hasil dari analisis gaya hidup (X3) sebesar 0,009 yang berarti secara parsial berpengaruh signifikan pada keputusan pembelian
This study aims to explain and analyze the influence of environmental-friendly knowledge and attitude towards the environment and lifestyle on the decision making of purchasing Nature Republic in Surabaya. The type of research used in this study is quantitative research, the population in this study is the consumers of Nature Republic in Surabaya, using a sampling technique that is purposive sampling with a total of 100 respondents. Questionnaires are used in order to collect the data. The data regression analysis technique used in this research is multiple linear regression analysis techniques. The results of this study indicate that of the significant value of the analysis of environmental-friendly knowledge variables (X1) is 0.010 which means that partially both variables significantly influence purchasing decisions. On the other hand, the significant value of the results of the analysis of attitudes towards the environment (X2) is 0.256 which means that partially has no influence on purchasing decisions, and the significant value of the results of the analysis of lifestyle (X3) is 0.009 which means that partially both variables significantly influence purchasing decisions.
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