This study aims to analyze the Influence of Green Marketing Mix on Organic Food Purchase Decisions in Yogyakarta. The sample in this study is 100 respondents who have bought organic food in Yogyakarta. The causal method is the type of research used in this study. The sampling method uses probability sampling with the research instrument used is a questionnaire. Based on the results of multiple linear regression analysis and hypothesis tests, the results of this study prove that: (1) Green product variables have a positive and significant effect on the decision to purchase organic food in Yogyakarta. (2) The green price variable has a positive and significant effect on the decision to purchase organic food in Yogyakarta. (3) Green place variables have a positive and significant effect on the decision to purchase organic food in Yogyakarta. (4) The green promotion variable does not have a significant effect on the decision to purchase organic food in Yogyakarta.
Lutfianto et al. (Thu,) studied this question.