PENGARUH GREEN PRODUCT DAN GREEN ADVERTISING TERHADAP GREEN PURCHASE BEHAVIOUR KONSUMEN THE BODY SHOP DI KOTA BANDUNG

Abstract

This research aims to determine the influence of green products and green advertising on green purchase behavior on The Body Shop brand in Bandung City. The instrument used in this research has been declared to have passed the validity and reliability tests. The data obtained was then analyzed using validity tests, reliability tests, classical assumption tests, and hypothesis tests. In this study, the instrument was tested using IBM SPSS Statistics 25. The results of this study also stated that all the hypotheses previously determined resulted in an influence on all variables, namely a significant influence on green products and green advertising on green purchase behavior. so that The Body Shop can improve its strategy on green products or green advertising to improve or increase sales.