THE INFLUENCE OF GREEN PACKAGING AND GREEN PRICE ON PURCHASE DECISION OF ENVIRONMENTALLY FRIENDLY SKINCARE PRODUCTS IN THE DAERAH ISTIMEWA YOGYAKARTA

Abstract

This study aimed to analyze the influence of green packaging and green price on the purchase decision of Environmentally Friendly Skincare Products in the Daerah Istimewa Yogyakarta. The sample consisted of individuals residing in the Daerah Istimewa Yogyakarta who had experience using eco-friendly skincare products and showed interest in environmental issues, making them likely to purchase such products. The sampling technique used was purposive sampling, with total of 100 respondents. Primary data were collected through questionnaires measuring public perceptions of green packaging and green price in relation to purchase decisions of environmentally friendly skincare products. The analyses conducted in this study included descriptive analysis, instrument testing (validity and reliability tests), classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing (F-test and t-test). The independent variables in this study were green packaging and green price, while the dependent variable wa purchase decision. The results showed that green packaging had influence on purchase decisions, green price also had influence on purchase decisions, green packaging and green price simultaneously had influence on purchase decisions.