PERAN DEMOGRAPHIC DALAM MEMODERASIKAN ANTARA GREEN PRODUCT BUYING DECISION

Penelitihan ini bertujuan untuk mengukur penelitian ini bertujuan untuk memahami bagaimana peran demografi dapat memoderasi hubungan antara green product (produk ramah lingkungan) dan buying decision (keputusan pembelian),pada
desa kedung cangkring kecamatan jabon. Menerapkan jenis penelitihan kuantitatif dengan cara rendom sampling melalu penyebaran kuisoner kepada warga desa kedung cangkring kecamatan jabon yang kemudian di olah menggunakan SmartPLS. Dari hasil penelitihan di ketahui bawah green product berpengaruh terhadap buying decision dan singnifikan. Sedangkan demographic tidak memoderasi green product setelah dan buying decision.
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This research aims to measure this research aims to understand how the role of demographics can moderate the relationship between green products (environmentally friendly products) and purchasing decisions, in Kedung Cangkring village, Jabon subdistrict. Applying a type of quantitative research using random sampling by distributing questionnaires to residents of Kedung Cangkring village, Jabon sub-district, which is then processed using SmartPLS. From the research results, it is known that green products have a significant and significant influence on purchasing decisions. Meanwhile, demographic do not moderate green product after buying decision.