PENGARUH PENERAPAN KONSEP GREEN MARKETING PADA BAURAN PEMASARAN DAN KESADARAN LINGKUNGAN TERHADAP NIAT BELI THE BODY SHOP DI KOTA BENGKULU
| Main Authors: | Simarmata, Lilian Rumiris, Fachri, Eka Saputra |
|---|---|
| Format: | Thesis NonPeerReviewed Archive |
| Bahasa: | eng |
| Terbitan: |
, 2019
|
| Subjects: | |
| Online Access: |
http://repository.unib.ac.id/19731/1/SKRIPSI%20FIX.pdf http://repository.unib.ac.id/19731/ |
Daftar Isi:
- This study aimed to analyze the impact of applied concept of green marketing and environmental awareness on purchase intention. The identified variablesin this study were product, price, place, promotion, environmental awareness and purchase intention. Samples of this study were obtained as many as 100 samples. Data of samples were collected by administered survey questionnairs. For data analysis, this study used multiple linear regression method on SPSS ver. 16.00. The results show that: (1) applied concept of green marketing on product has impact on purchase intention, (2) applied concept of green marketing on price has no impact on purchase intention, (3) applied concept of green marketing on place has impact on purchase intention, (4) applied concept of green marketing on promotion has no impact on purchase intention and (5) applied concept of green marketing on environmental awareness has no impact on purchase intention.