Ancaman pemanasan global telah membuat konsumen tertarik dan menghargai produk/merek ramah lingkungan. Konsumen percaya bila mereka menyukai dan membeli produk/merek yang berorientasi lingkungan, hal ini akan memaksa industri untuk melakukan sejumlah perbaikan pada produk, kemasan, atau bahkan periklanan di media massa. Penelitian ini bertujuan Menguji dan menganalisis pengaruh green marketing terhadap keputusan membeli produk batik tanjungbumi. Variabel didalam penelitian ini sebagian besar berupa komponen didalam Marketing mix yaitu produk, harga, promosi dan tempat serta ditambah variabel penunjang berupa variabel pengetahuan dengan bantuan software Partial Least Square (PLS) Hasil dari penelitian ini yang dibantu dengan software PLS menunjukkan tidak ada pengaruh strategi green marketing terhadap keputusan membeli konsumen. Kata kunci : produk, harga, promosi, tempat, pengetahuan, PLS

The threat of global warming has made consumers interested and appreciate products / brands are environmentally friendly. Consumers believe that they love and buy your product / brand-oriented environment, it will force the industry to make a number of improvements to the product, packaging, or even advertising in the mass media. This study aims to Test and analyze the influence of green marketing to decision Tanjungbumi buy batik products. The variables in this study mostly in the form of components within the marketing mix of product, price, promotion and place as well as support in the form of a variable plus the variable knowledge with the help of software Partial Least Square (PLS) Results from this study are supported by software PLS showed no effect of green marketing strategies to consumer buying decisions. Keywords: product, price, promotion, place, knowledge, PLS

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