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All Journal Jurnal Bina Manajemen
Lu’lu’ul Jannah
Sekolah Tinggi Ilmu Ekonomi Media Nusantara Cipta
Economics, Econometrics & Finance

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KONSEP GREEN MARKETING DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN INDONESIA Lu’lu’ul Jannah; Erni Hernawati
Jurnal Bina Manajemen Vol 9 No 2 (2021): Jurnal Bina Manajemen Vol 9 No.2 Maret 2021
Publisher : STIE Wiyatamandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52859/jbm.v9i2.157

Abstract

The purpose of this study is to determine the concept of green marketing on Indonesian consumer behavior. The data analysis method was carried out by using regression analysis either partially or simultaneously. The results showed that the attitude and environment partially influenced the involvement of green products, while the attitude environment and the involvement of green products simultaneously influenced the involvement of Indonesian society in purchasing green products in selecting products. And the results of the simultaneous regression analysis from the ANOVA test with a significance level of 0.000. Because the significant probability is much smaller than 0.05, this indicates that simultaneously it states that there is an effect of attitude environment and the involvement of green products simultaneously influencing the involvement of green product purchases.
Co-Authors Erni Hernawati