PENGARUH PERCEIVED VALUE, SOCIAL INFLUENCE, DAN USEFULNESS TERHADAP KEPUTUSAN PEMBELIAN ONLINE GREEN PRODUCT

Abstract

This study aims to determine the effect of perceived value, social influence, and usefulness on online green product purchasing decisions. This study uses descriptive quantitative research methods. with a sample to be studied as many as 65 respondents. The respondents were taken from Gen-Z, which is a generation born in the range of 1995-2010. In the sampling technique, researchers used nonprobability sampling techniques. multiple linear regression analysis using Statistical Package for the Social Sciences (SPSS) software was used as a data analysis and processing tool. The results of this study are Perceived value has no influence on green product online purchasing decisions, while social influence and usefulness are proven to have a positive influence on green product online purchasing decisions.