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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Indra Setiawan
Universitas Tadulako
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Effect Of Green Marketig: Green Product, Green Promotion, And Green Price On Purchasing Decisions Ikea Palu City Through Consumer Behavior Indra Setiawan; Muzakir Muzakir; Maskuri Sutomo; Asriadi Asriadi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 4 (2026): October
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i4.11450

Abstract

This study aims to determine the effect of green marketing specifically green products, green promotions, and green pricing on purchasing decisions at IKEA in Palu, with consumer behavior serving as a mediating variable. The method used is quantitative with an explanatory design approach. The population in this study consists of IKEA customers in Palu City, with a sample of 100 people selected using purposive sampling based on the sample size formula for the population with a margin of error of 0.10%. Data were collected using a questionnaire and analyzed using SEM-PLS via WarpPLS 8.0. The results of this study indicate a positive influence of green marketing comprising green products, green promotions, and green pricing on consumer behavior and purchasing decisions. These findings suggest that green marketing not only meets practical needs but also provides emotional value, such as satisfaction and a sense of pride in contributing to environmental conservation. By focusing on sustainability, transparency, and education, this approach enhances consumers’ awareness of the importance of environmentally friendly products.
Co-Authors Asriadi Asriadi Maskuri Sutomo Muzakir Muzakir