THE IMPACT OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS AT O-JAMUR RESTAURANT GRAND CITY SURABAYA

The concepts of green marketing are developed with people's attention on environmental issues and their impact on health. Green marketing as a corporate strategy implements four elements of the marketing mix known as the green marketing mix (green products, green prices, green spots, green promotions). O-Jamur is one of the restaurants in Surabaya that uses green marketing as their marketing strategy. Information about green marketing that has not been fully conveyed to the public has an impact on the low volume of product sales. This study aims to determine the effect of green marketing mix on consumer purchasing decisions. This study was conducted at the O-Jamur restaurant Grand City Mall Surabaya. The sampling technique used is non-probability sampling with a total of 50 respondents. The effect of green marketing mix on consumer purchasing decisions will be analyzed using SEM-PLS. SEM-PLS analysis results that the green product, green price, and green place variables have a significant influence on the purchasing decisions of O-Jamur Grand City consumers. Whereas the green promotion variable did not significantly influence the buying decision of O-Jamur Grand City consumers due to the lack of promotion that showed the concept of environmentally friendly. O-Jamur Grand City needs to increase promotional activities related to environmental values.