PERAN BRAND PREFERENCES DAN PRODUCT ATTRIBUTES, DALAM IMPLEMENTASI GREEN MARKETING, TERHADAP VOLUME PENJUALAN LOW COST GREEN CAR

Intan Widuri Sakti (Universitas Widyatama, Bandung)

Bisma: Jurnal Bisnis dan Manajemen
Vol 16 No 2 (2022)

This study aims to identify and explain the effect of brand preferences and product attributes that implement green marketing simultaneously and partially on the sales volume of Low-Cost Green Car (LGCC). The research population was the Brio Satya car buyers at the PT. Imperial Putra Perdana, Bandung, with a total sample of 110 respondents. The sample was taken using a random sampling technique. The data analysis used is path analysis. The results showed that the variable brand preferences and product attribute partially and simultaneously significantly affected LCGC sales volume. Keywords: brand preferences, green marketing, product attributes, selling volume