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All Journal Jurnal Scientia Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Golden Ratio of Community Services and Dedication Jurnal Ekonomi dan Manajemen (JEKMA) Jurnal Ilmiah Multidisiplin (JUKIM) Jurnal Abdi Masyarakat Multidisiplin Journal of Education Technology Information Social Sciences and Health Jurnal Manajemen dan Bisnis Madani Madani: Multidisciplinary Scientific Journal JURNAL PENGABDIAN MASYARAKAT AKADEMISI Jurnal Perspektif Manajerial dan Kewirausahaan (JPMK) Journal of Education Religion Humanities and Multidiciplinary Siber Journal of Advanced Multidisciplinary Jurnal Portofolio: Jurnal Manajemen dan Bisnis Abdimas Paspama
Achmad Tarmizi
Fakultas Bisnis & Ilmu Sosial, Universitas Dian Nusantara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Other

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The Impact of The Green Marketing Mix Strategy on Consumer Purchasing Decisions at KFC Fast Food Restaurants Muhamad Al Faruq Abdullah; Achmad Tarmizi
Siber Journal of Advanced Multidisciplinary Vol. 2 No. 1 (2024): (SJAM) Siber Journal of Advanced Multidisciplinary (April - June 2024)
Publisher : Siber Nusantara Research & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/sjam.v2i1.131

Abstract

This study focuses on how implementing a green marketing mix strategy can influence consumer purchasing intentions. The green marketing mix strategy involves using environmentally friendly concepts in every element of the marketing mix, which includes product, price, place, and promotion. Data were analyzed using the Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) application to identify the implementation of the green marketing mix strategy and analyze the influence of the green marketing mix strategy on consumer purchasing decisions. This research uses a quantitative approach by collecting data through questionnaires distributed to KFC Tanjung Duren consumers. Based on the hypothesis testing in this research, the results show that Green Place has a positive relationship but does not have a significant effect on Purchasing Decisions, Green Price has a positive and significant relationship with Purchasing Decisions, Green Product has a negative and significant relationship with Purchasing Decisions, Green Promotion has a positive relationship and has a significant effect on purchasing decisions. Overall, the Green Marketing Mix analysis shows that environmentally friendly promotions and prices play an important role in consumer purchasing decisions.
Co-Authors Abdullah, Muhamad Al Faruq Agung Solihin Agung Suprayitno Dian Meliantari Didin Hikmah Perkasa Dwi Aprillita Friska Simanjuntak Leli Lestariani Lahagu Nur Vitriani Shieto Shieto Siti Annisa Wahdiniawati Yuni Indah Sari