PENGARUH GREEN MARKETING MIX TERHADAP GREENPRODUCT PURCHASE INTENTION PADA PRODUK LOVE BEAUTY AND PLANET DI SURABAYA

Iriantini, Dwi Bhakti PENGARUH GREEN MARKETING MIX TERHADAP GREENPRODUCT PURCHASE INTENTION PADA PRODUK LOVE BEAUTY AND PLANET DI SURABAYA. Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi. (Unpublished)

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Abstract

This study aims to determine and explain the effect of a green marketing mix on green product purchase intention partially. This study uses a quantitative method with analysis using the application IBM SPSS V.20. the determination of the sample in this study uses purposive sampling techniques which is anon-probability technique where the researcher selects a sample with certain considerations with characteristics that have been determined based on the research objectives, in the hope of answering research problems. The number of samples in this study was 90 respondents. The results of the study are the effect of green product has a significant effect on green product purchase intention, green price has a significant effect on green product purchase intention, the green place has an effect but not significant on green product purchase intention, and green promotion has a significant effect on green product purchase intention. Keywords: green marketing mix, green product, green price, green place, green promotion

Item Type:	Other
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	05 Jan 2024 01:38
Last Modified:	05 Jan 2024 01:38
URI:	http://erepository.uwks.ac.id/id/eprint/16855

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