Title:
Consumer Behavior Analysis of Electronic Products Purchase Based on Green Product in Klaten City Indonesia

Authors:
Dandang Setyawanti, Agung Nugroho Jati, Anis Marjukah, Abdul Haris, Tasari, Indonesia

Abstract:

This study aims to analyze the effect of promotion and product quality on purchasing decisions based on Zam-Zam electronic green product in Klaten City. The sample is 120 respondents of product buyer consumers. The sampling technique is done by purposive sampling. The variables used in the study include promotional activities and product quality improvement as an independent variable and green product purchasing decisions as the dependent variable. Test of the statistics model uses SPSS 21 software. Model tests include the validity and reliability of questionnaire items, normality test, correlation coefficient test, multiple linear regression test, partial test (t test), simultaneous test (F test) and determination coefficient test (R2 test).
The results of the study prove that advertising and the quality of green electronic products have a positive and significant effect on the decision to purchase electronic products at Zam-Zam in Klaten City.

DOI: http://dx.doi.org/10.51505/ijebmr.2022.6602