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All Journal Academy of Education Journal Journal of Economics and Business UBS Journal of International Conference Proceedings Journal of Business Innovation and Research
Sudaryatie, Sudaryatie
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of International Conference Proceedings

 1 
Analysis of Green Marketing Mix and the Purchase Intention of Environmentally Friendly Product Dewi, Alivia Zahra Kirana; Liestyana, Yuli; Wahyuningsih, Tri; Utami, Yekti; Oetomo, Hadi; Tugiyo, Tugiyo; Sudaryatie, Sudaryatie
Journal of International Conference Proceedings Vol 7, No 4 (2024): 2024 Wimaya Yogyakarta Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i4.3757

Abstract

The study aims to analyze the effect of green marketing on the purchase intention of environmentally friendly products. The variables used are green product, green price, green place, green promotion, and purchase intention. This research uses quantitative methods. The data collection method was a questionnaire distributed to 132 respondents who knew about environmentally friendly products. The analytical method used is multiple regression analysis. The results of this research show that green products, green prices, and green promotions have a positive effect on purchase intention. Meanwhile, green places do not positively influence purchase intention. Green places do not affect purchase intention because the location or distribution of environmentally friendly products is not a consideration for potential buyers. Several factors may have caused the green place not positively to affect purchase intention. However, researchers have not examined this; it is hoped that future researchers can examine the phenomenon of green places not positively affecting purchase intention.
Co-Authors Agung Satmoko Agus Suryono, Ignatius Alfan, Abdurrazak Alsepta, Alvi Danang Prasetyo, Danang Dewi, Alivia Zahra Kirana Hadi Oetomo KHOIRUL HIKMAH - Kusumawati, Diana Anggraini Muharam, Ricky Santoso Subagio, Hani Tri Wahyuningsih Tugiyo, Tugiyo Yekti Utami Yuli Liestyana Yulianto, Wahyu Wibowo Eko