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All Journal Jurnal Siasat Bisnis Jurnal Praktik Bisnis Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MIX : Jurnal Ilmiah Manajemen Jurnal Manajemen dan Kewirausahaan (JMDK) International Humanities and Applied Science Journal Faletehan Health Journal Jurnal Doktor Manajemen (JDM) Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Keberlanjutan : Jurnal Manajemen dan Jurnal Akuntansi Jurnal Manajemen Dinasti International Journal of Digital Business Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences AMAR (Andalas Management Review) International Journal Of Science, Technology & Management (IJSTM) International Journal of Business, Law, and Education Indonesian Journal of Business Analytics (IJBA) Indonesian Journal of Society Development (IJSD) International Journal of Integrative Sciences Eduvest - Journal of Universal Studies The Eastasouth Management and Business International Journal of Asian Business and Management (IJABM) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE International Journal of Law, Policy and Governance International Journal of Indonesian Business Review Clean and Sustainable Production Moneta : Journal of Economics and Finance Commercium: Journal of Business and Management Jurnal Komunikasi Indonesia Management Analysis Journal Journal of Sustainable Economic and Business
Dudi Permana
Universitas Mercu Buana
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Journal : MIX : Jurnal Ilmiah Manajemen

 1 
THE IMPLICATION OF GREEN MARKETING THAT INFLUENCE THE CUSTOMER AWARENESS TOWARDS THEIR PURCHASE DECISION Yanto Ramli; Dudi Permana; Mochamad Soelton; Swarmilah Hariani; Tantri Yanuar
MIX: JURNAL ILMIAH MANAJEMEN Vol 10, No 3 (2020): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mix.2020.v10i3.005

Abstract

The disposal of plastic waste in the ocean has become a serious issue in Indonesia. There has been plenty of news referring the plastic trash in the Ocean, which has harm and kill lots of sea animals around the ocean and also create unhealthy environment. The intention of this study is to analyze and implement green marketing in fast food restaurants to promote and educate customers referring to the dangers of using plastic products and  control them from the fast food restaurants. This research is to analyze the customer awareness and bahavior towards their purchase decision in relating to green marketing as the intervening variable. The collection of data is done through the distribution of questionnaire to the respondents,thecustomers ofKFC restaurants in Jakarta, Indonesia is the respondent of this research. The method of analysis is based on descriptive and verification research, the sample determination is usingPurposive Random Sampling and the data analysis is using Partial Least Square (PLS). The results show that customer awareness and customer behavior have positive and significant effect towards green marketing and customer behavior has the most significant influence towards green marketing compared to customer awareness. The results show that KFC customers' awareness concerning the plastic waste is still low eventhough they understand the danger of the plastic waste, but gradually their behavior of preventing the plastic products start to increase after implementing green marketing which have educate them concerning the danger of plastic waste and the limitation of plastic products in the restaurants.
Co-Authors Abdul Muslim, Abdul Abiyyah, Hana Natania Adam Rizky Baihaki Ade Irwan Mulyana Ahmad H Sutawidjaya Aldina Shiratina Ali Ali Hanafiah Ayuverda, Kadita Christina Catur Widayati Darifah, Darifah Daru Asih Dhiana Ekowati Dinar Nur Affini Djamil, Masydzulhak Djumarno, Djumarno Dwyliego septo wicaksono Eka Prasetiawan Eka Prasetiawan Eka Prasetiawan Erna Sofriana Imaningsih Etik Endriyati, Farida Fachrullah, Muhammad Farandy, Fellita Irmadela Fauziah Sh. Ahmad Fellita Irmadela Farandy Hasliza Abdul Halim Hasliza Abdul Halim, Hasliza Abdul Hokroh, Mohammed Jarman Setiadi Jumarno, Jumarno Lina Winny Mafizatun Nurhayati Mahadewi, Erlina P. Maria Ximenes Mas Wahyu Wibowo Masdzulhak Masdzulhak Mirza, Muhammad Mochamad Soelton Mz, Masydzulhak Djamil Nandya, Tasya Niki Lukviarman, Niki Nugroho, Arrisetyanto Panigoro, Erwin Puspitaloka Mahadewi, Erlina Ramadani, Putri Ranumi Reinarto, Riko Rustiawan, Indra Salim, M. Noor Setyo Riyanto Shiyrah Theosebes Sela Sianita, Pricillia Priska Singmin Johanes Lo Soemanto, Hendra Swarmilah Hariani Sya'rani, Ridwan Tantri Yanuar Rahmat Syah tyas, Noveyla hardhaning Veitzhal Rivai Wahyu Nugroho Wanto, Wanto Widiasti Fauzia, Hamas Yanto Ramli Yuli Harwani Yuli Harwani, Yuli Zulfi Assakhir, Rezza