PENGARUH KESADARAN LINGKUNGAN  DAN PERSEPSI NILAI TERHADAP KEPUTUSAN PEMBELIAN NATUR – E DAILY NOURISHING 100 PADA REMAJA

EFFECT GREEN AWARENESS AND VALUE PERCEPTION

ON THE PURCHASE DECISION OF NATUR – E DAILY NOURISHING 100 IN YOUTH 

The purpose of this study was to determine the effect green awareness and perceived value on purchasing policy among teenage consumers of Natur-E Daily Nourising 100. This type of research uses a quantitative approach. The sampling technique uses purposive sampling method. The sample in this study used 100 respondents by distributing questionnaires online. The researcher chooses 100 respondents who fit the research criteria, namely consumers who have bought Natur-E Daily Nourishing 100 products. The data analysis technique used in this study is multiple regression. The results of the study explain that the environmental awareness variable has a significant effect on purchasing decisions with a significant value of 0.00 <0.05 and for the value perception variable obtains a significant value of 0.00 <0.05, which means it has an effect on purchasing decisions. on the results of the determinant coefficient (R2) the independent variable simultaneously obtains the R Square value of 52.5%.