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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Sosioteknologi Panggung Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Besaung : Jurnal Seni Desain dan Budaya Jurnal Ilmiah Edunomika (JIE) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Asian Management and Business Review Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Annals of Human Resource Management Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Inovasi Global Jurnal Penelitian Pendidikan Indonesia Adpebi Science Series International Journal of Accounting and Management Information Systems
Heppy Millanyani
Universitas Telkom
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The Effect of Green Marketing on Purchase Decision on the Body Shop Indonesia Products (Case Study on the Body Shop Paris Van Java Bandung) Cantika Martianti; Yuhana Astuti; Heppy Millanyani
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 1 (2023): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i1.7506

Abstract

The emergence of green marketing is an opportunity to improve the way consumers and producers make sustainable decisions for the environment, especially for the millennial generation. Seeing this phenomenon, one of the ones that runs green marketing in a sustainable manner is The Body Shop which emphasizes the essence of green marketing in their company. There are four dimensions to the green marketing variable, namely green product, green price, green place, green promotion. For purchasing decision variables, there are 6 dimensions, namely product selection, brand selection, dealer selection, purchase time, purchase amount, and payment method. Green marketing has a positive and significant effect on purchasing decisions for The Body Shop Paris Van Java Bandung products by millennials in the city of Bandung. The dimensions of green marketing (green product, green price, green place, green promotion) also have a positive and significant influence on purchasing decisions for The Body Shop Paris Van Java Bandung products by millennials in the city of Bandung. For the company The Body Shop Paris Van Java Bandung with its products it is expected to strengthen the green price factor.
Co-Authors Adabina Firlyani, Raisa Aherliwan Rudawan, Rikman Alamsah, Deden Burhanudin Alysha Safitri Amalia Djuwita Andrieta Shintia Dewi Anesti Dila Ariyatman Angga Rusdinar Anggar Erdhina Adi Apon, Nathaleo Michel Ardio Sagita Ardy Aprilian Anwar Athallah Naufal, Muhammad Azahra, Tazkia Butar, Fanesa Widya Oktavia Butar Cantika Martianti Damayanti Octavia Eva Nurhazizah Fajar Sidiq Adi Prabowo Fitri, Fatharani Aghnia Gadis Andari Muslim Galuh Sudarawerti Ghasani Rahman, Navira Harry Sugih Anugrah Ilham Meidarlis Yefri Ilmayanti Nur Suriah Indira Rachmawati Iwut Tritoasmoro, Iwan Juliana, Ratna Khairani Ratnasari Siregar Linahtadiya Andiani M Ningdyah, Anrilia Ema Martha Tri Lestari Maya Ariyanti Monica Esperanza Muhammad Ramadheo Nugraha Mumtaza, Firga Alia Nadino Rinaldi, Muhammad Adrian Daffa Nugrahani, Rah Utami Nurlianti, Fitri Nurvita Trianasari Oktaviani, Intan Pramasti, Galuh Sekar Putra, Dicky Andika Putra, M. Rezky Dwi Raden Faris Fathin Ramadhan, Aldan Mutia Refi Rifaldi Windya Giri Riswanda, Aisyah Zahra Rizka Utami, Fany Rucika Rahmadina Salsabila, Fathya Hasya Salsabila, Naura Santos, Yosefine Gardiella Dos Sri Nurani Puspa Dewi Sri Rustiyanti Sriati Dwiatmini SURYANTI Sutanto, Rava Fachrie Syahla, Mutiara Syifa Alifia Tarandhika Tantra Wanda Listiani Yuhana Astuti