Jurnal Darma Agung
Vol 31 No 2 (2023): APRIL

CONSUMER PURCHASE DECISION ANALYSIS OF KEBAYA SYMPHONY PRODUCTS: THE ROLE OF GREEN MARKETING MIX

Adjeng. Mariana Febrianti (Universitas Widyatama, Bandung)
Fauzi Abdurasyid (Universitas Widyatama, Bandung)

Article Info

Publish Date
03 Jun 2023

Abstract

This study aims to determine the effect of green marketing mix (green product, green price, green place, and green promotion) on purchasing decisions on Kebaya Symphony products in the city of Bali. This type of research uses a quantitative approach. The sample in this study was 95 consumer respondents in the city of Bali with purposive sampling technique. Data analysis used multiple linear regression. The results show that of the four green marketing mix variables, green products and green promotion are important elements in influencing consumer decisions in choosing natural color kebayas. While the other two variables (green price and green place) have no influence on consumer decisions. From these results, marketers or SMEs must develop more displays, samples and distributions so that elements of green marketing can be used as strategies in business sustainability.

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Journal Info
Jurnal Darma Agung
Website

Abbrev

jurnaluda

Publisher

Universitas Darma Agung

Subject

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences

Description

Journal Focus of the Darma Agung Journal is multidisciplinary research to the lecturers, students and related institutions, especially in Indonesia which leads to an increasing in Indonesian Human Development Index. The scope includes collection of the results of research, studies or community ...