ANALYSIS OF GREEN PRODUCT PURCHASED DECISION OF PRESIDENT UNIVERSITY STUDENT, INDONESIA

Abstract

Today, people are pursuing a safer and greener lifestyle. As a new consumption concept, green consumption has been accepted by more and more consumers. The purpose of this research is to find out the impact of trust, perceived usefulness and attitudes on consumers ’decision to purchase green products. The population range is presidential college students who buy green products. The researchers used purposeful random sampling and quantitative research methods. The required sample is 150 respondents. SPSS software is used to analyze data analysis data, including validity and reliability tests, descriptive analysis and multiple linear regression, and use T test and F test and determination coefficient. The research results show that trust, perceived usefulness and attitudes have a partial impact on consumers' green product purchase decisions. The coefficient of determination indicates that the independent variables (credibility, perceived usefulness and attitude) have an impact on the dependent variable (consumer's purchase decision on green products) of 78.6%.