PURCHASING DECISION REVIEWED BY GREEN MARKETING STRATEGI BY USING GREEN PRODUCT AND GREEN PUBLICY (SURVEY ON CUSTOMER OF THE BODY SHOP BRANCH BANDUNG INDAH PLAZA BANDUNG)

Dwi Santy, Raeni and Ihsan Izharuddin Adhipratama, Muhammad (2018) PURCHASING DECISION REVIEWED BY GREEN MARKETING STRATEGI BY USING GREEN PRODUCT AND GREEN PUBLICY (SURVEY ON CUSTOMER OF THE BODY SHOP BRANCH BANDUNG INDAH PLAZA BANDUNG).

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Official URL: http://elib.unikom.ac.id/gdl.php?mod=browse&op=rea...

Abstract

Now day, business competition is getting tougher, it requires every company to compete in attracting consumers, The entrepreneur as producer have compete to find the factors that can influence the decision of consumers to choose a product and devise appropriate marketing strategies so that they can dominate the market. Green Marketing Approach (green marketing approach) in a product area is believed to improve the integration of environmental issues in all aspects of corporate activity. Green marketing has good prospects for development as the appropriate method for marketing in the modernera. The Object of this reseach is to obtain some results from: constumer responses regarding the implementation of the green product concept, customer feedback on the implementation of the Green Publicity concept, finding consumer purchasing decisions, influence the implementation of the concept Green Product and Publicity to the concept of Green Purchasing Decisions. The sampling technique of this research used Systematic Random Sampling. Model effects are analyzed by using multiple regression analysis. The result showed simultaneously green concepts and Green Product Publicity influenced to purchasing decitions. It means if The Green and green publicity concepts are higher, so that the purchase decition is higher too.

Item Type: Article
Subjects: Member > raeny.wijaya@gmail.com
Divisions: Universitas Komputer Indonesia > Perpustakaan UNIKOM
Date Deposited: 31 Jan 2019 10:24
Last Modified: 31 Jan 2019 10:24
URI: https://repository.unikom.ac.id/id/eprint/58675

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