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I Komang Wahyu Wiguna
STAHN Mpu Kuturan, Singaraja, Indonesia
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Journal : Bussman Journal : Indonesian Journal of Business and Management

 1 
PERAN GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY DALAM MENINGKATKAN MINAT BELI MEREK HIJAU Sutisna, Sutisna; Wiguna, Wahyu
Bussman Journal : Indonesian Journal of Business and Management Vol. 4 No. 2 (2024): Bussman Journal | Mei - Agustus 2024
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v4i2.365

Abstract

Many people are increasingly liking environmentally friendly products because they are considered not to pollute the environment in every production and marketing process. Public awareness of the environment is increasing, requiring companies to adapt to these demands. This study aims to find out whether eco-friendly marketing and corporate social responsibility (CSR) programs directly or indirectly affect purchase intent on green products mediated by green brand image. The design of the study was a cross-sectional survey with a total of 200 respondents. The sampling technique used is regional sampling based on districts/cities in Banten province. The data analysis method uses a structural equation model using SMART-PLS. The results of the study show that green marketing and CSR play a significant role in increasing consumer buying interest. This study provides insight into the importance of marketing managers in designing green marketing programs more appropriately to be able to increase consumer buying interest in green brands
Co-Authors Ahmad Mukhlis, Ahmad Alifah Aprilia, Reina Rianjani Arianti, Holifah Ariyana, I Komang Sesara Aryadi Aryadi Asrul Asrul Astuti, Dini Puzi Azizah, Oktafia BAHITS, ABDUL Basrowi Bilqis, Aninda Nadya C, Elis C Daffa, Daffa Drs.Djoko Waluyo,M.Sc . Hafidz Hafidz Hikmatiar, Muhamad I Gusti Ngurah Pujawan I Made Ari Winangun I Nengah Suastika I Putu Suardipa Ida Bagus Putrayasa IRWANTO Jane Kadek Hengki Primayana . Khaeruman L. Heny Nirmayani Made Adi Nugraha Tristaningrat muti'ah, Eva Nancy Yusnita Ni Nyoman Lisna Handayani Ni Nyoman Lisna Handayani Ni Putu Candra Prastya Dewi Ni Putu Candra Prastya Dewi Nita Nita Pratama, Sukma Putri, Riztita Chairani Raden Irna Afriani Rustandi, Tata Suflani Sukma Pratama Sunaryo, Widodo Suparmoko, Muhammad Sutendi, Dedi Sutisna Sutisna Tabroni Tristaningrat, Made Adi Nugraha Ubaidillah, M. Farhan Widiani, Luh Widiani Widodo Sunaryo Wohung, Antonius Barnabas Ala yusnita, nancy