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ABSTRACT:

The background of this research is based on the importance of Green Marketing in MSME Product Purchasing Decisions. Issues regarding the environment are a problem that is being highlighted by the wider community. These problems include air pollution, water pollution, and the most phenomenal is the waste problem. Waste is increasingly becoming a big problem when the amount of waste is increasingly accumulating and difficult to recycle. Problem One form of consumer demand is the desire for health due to the increasing spread of diseases transmitted through food, therefore food producers produce products containing organic food ingredients. healthy, does not contain additional chemicals and is safe for consumption. The phrase "back to nature and green" is a mission that has been activated in the world and a culture that has reappeared in society. The aim of the research is to analyze the influence of the Green Marketing Mix on purchasing decisions for MSME products in improving the quality of the environment. The analytical method for this research is quantitative research. The design of this research uses a cross sectional design method with a sampling technique using purposive sampling. This research uses data analysis with the Partial Least Square (PLS) approach. Green Product results have no effect on Purchasing Decisions. Green Products have an influence on improving the quality of the environment. Green Price has no effect on Purchasing Decisions. Green Prices have no effect on improving environmental quality. Green Place influences purchasing decisions. Green Place has no effect on improving the quality of the environment. Green Promotion influences Purchasing Decisions. Green Promotion has an effect on improving the quality of the environment. The buyer's decision has no effect on improving environmental quality.

KEYWORDS:

Green Marketing, Purchasing Decisions, improving environmental quality

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