Putri, Amanda Rizkya (2023) PENGARUH GREEN PRODUCT DAN SOCIAL MEDIA ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA NATURA PAL SERIES (Studi pada Konsumen di Kota Semarang). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik.

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Abstract

THE INFLUENCE OF GREEN PRODUCT AND SOCIAL MEDIA
ADVERTISING ON THE PURCHASE DECISION OF
EMINA NATURA PAL SERIES
(Study on Consumers in Semarang City)
ABSTRACT
Cosmetics is the fastest increasing industry in terms of consumer demand and with the increasing number of environmental damage issues, the demand for environmentally friendly cosmetic products is also increasing. Natura Pal Series is one of the environmentally friendly cosmetic products launched by Emina. However, the lack of knowledge and consumer interest in green products and advertisements on social media is the cause of the decline in sales of Emina Cosmetics in Semarang City, which
affects purchasing decisions.This study aims to determine the influence between green products and social media advertising on the purchase decision of Emina Natura Pal Series in Semarang City. This type of research is explanatory research and non probability sampling techniques with accidental sampling and purposive sampling methods. The sample in the study amounted to 100 respondents of Emina Natura Pal Series users who were domiciled in Semarang City. Data analysis in this study was
processed using SPSS for Windows Version 25.0. The results showed that the green product variable (X1) had a positive and significant influence on the purchase decision variable (Y), social media advertising (X2) had a positive and significant influence on
the purchase decision variable (Y), and the green product and purchase decision simultaneously had a positive and significant effect on the purchase decision (Y). The suggestion in this study is that Emina can optimize green product and social media
advertising better in order to improve the purchase decision of Emina Natura Pal Series.
Keywords: Green Product, Social Media Advertising, Puchasing Decisions

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