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All Journal Jurnal Manajemen Magister Darmajaya DERIVATIF Prosiding Seminar Nasional Darmajaya Batoboh : Jurnal Pengabdian Pada Masyarakat Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan FIDUSIA : JURNAL KEUANGAN DAN PERBANKAN Jurnal Bisnis Darmajaya Keberlanjutan : Jurnal Manajemen dan Jurnal Akuntansi Al-Mal:Jurnal Akuntansi dan Keuangan Islam GEMA : Jurnal Gentiaras Manajemen dan Akuntansi Jurnal Fokus Manajemen Bisnis JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Journal of Economics Research and Social Sciences Dinamika Sinar Sang Surya: Jurnal Pusat Pengabdian kepada Masyarakat Jurnal Ekonomi Manajemen (JEM) Jurnal Akuntansi AKTIVA Jurnal Manajemen DIVERSIFIKASI Jurnal Indonesia Sosial Teknologi Eduvest - Journal of Universal Studies PROSIDING SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT (SNPPM) UNIVERSITAS MUHAMMADIYAH METRO Jurnal Manajemen dan Bisnis (JMB) Ektasi : Jurnal Ekonomi, Akutansi dan Organisasi
Ali, Karnila
UNIVERSITAS MUHAMMADIYAH METRO
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Journal : Eduvest - Journal of Universal Studies

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The Influence of Green Marketing and Green Product Strategies on Purchasing Decisions (Case Study: Le Minerale Gallon Water in Lampung) Lelawati, Nina; Darmayanti, Elmira Febri; Fitriani, Fitriani; Ali, Karnila; Septiana, Nani
Eduvest - Journal of Universal Studies Vol. 4 No. 4 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i4.1270

Abstract

The purpose of this study is to demonstrate the efficiency and effectiveness of Green Marketing. We use a case study approach focusing on the branding efforts of Le Minerale's single-use gallon water, which has gained recognition recently. Initially considered environmentally unfriendly, Le Minerale attempted to counter this perception through extensive promotion incorporating strong environmental elements and the principles of Green Marketing. To support this Green Marketing effort, they also sought to convince consumers that their gallon water is a Green Product, featuring easily recyclable packaging and water that does not undergo chemical processes. To measure Green Marketing and Green Product, we utilized the following indicators: the presence of eco labels, environmental advertisements, and eco brands. The quantitative data analysis technique we employed is the associative method to determine the relationship between two or more variables. We also conducted Focus Group Discussions and interviews to reinforce our findings, in addition to relying on Likert scale-based questionnaires. Our goal is to produce a journal and scientific report explaining the relationship between Green Product and Green Marketing as independent variables influencing the purchasing decision of Le Minerale gallon water. For data processing, we have prepared SPSS technology. We hope that this research can serve as a foundation for studies on the importance of environmentally-focused promotion. Below is our research proposal on the effectiveness of Green Marketing and Green Product on the purchasing decision of Le Minerale gallon water.
Co-Authors Afdal Mazni Agustian, Didiek Wijaya Alfandi, Ashari Mahendra Amelia, Shinta Anak Agung Gede Sugianthara Andina Pramesti Awalia Andriyani Dwi Puspitasari Angelica, Aulia Antono, Akbar Dwi Aprilawati, Niputu Irma Ardiansyah Japlani, Ardiansyah awalia, andina pramesti Azyasa, Mutiara Wika Azzahra, Merissa Bambang Suhada Bambang T Tri Saputra Dani Anggoro Darmayanti, Elmira Febri Dick Ratna Sari Didiek Wijaya Agustian Dina Fitriani Dinda Fali Rifan Elita Herdiana Elli Fitriyani Fahmi Andi Ningrum Faiz Dwi Nugroho Febiyanto Febriyanto Febriyanto Febriyanto FIKA MUDRIKAH Fitriani Fitriani Fitri Fitriani Fitriani Fitriani Fitriani Ganis Delvia Gustin Padwa Sari, Gustin Padwa I Gusti Bagus Wiksuana Istiqomah, Nur Ayu Jati Imantoro Jati Imantoro Jati Imantoro, Jati Jawoto Nusantoro Jawoto Nusantoro Lelawati, Nina Maharani, Nur Muhammad Anif Afandi Muharomi, Wungu Mutiara Wika Azyaza Naelia Zaini Nani Septiana Nasikah, Durotun Nedi Hendri Nina Lelawati Nur Wahyu Ningsih Nuraini Nuraini Nurul Fitriani Oktaviani, Leni Prabowo, Bob Ardi Pradipta, Reyhan Singgih Rahmah Dianti Putri Ramadani, Nafa Wulan Rangga Aditya Raniana, Vina Reza Gunarti Rizki Iza Maulana Rolia, Eva Rosid, Andiana Rosydalina Putri Sahputra, Bagus Surya Saputra, Bambang T Tri Sari, Ida Yunita Septiana, Nani Shella Rintia Siti Khoiroh Sobri, Rian Mochammad Sri Retnaning Rahayu Sri Retnaning Rahayu, Sri Retnaning Sugiyarto Sugiyarto Suharto Suharto Suwarto Suwarto Suyanto Suyanto Suyanto Suyanto Theo, Ahmad Hadi Utami, Agustina Surya Wuri, Sela Prela Yenca Tasya Vara Renca Zuhroh, Zerina Amalia