Analysis of Green Marketing Mix On Purchase Decision Dolores Silvia (a*), Heny Hendrayati (b)
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Setiabudi 229, Bandung 40154, Indonesia
*doloressilvia[at]upi.edu
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia Jalan Setiabudi 229, Bandung 40154, Indonesia
Abstract
Green marketing is a marketing strategy that puts forward the concept of green marketing that prioritizes the sustainability of the environment as a social responsibility. In winning the competition the company must have the right strategy in marketing its products. Innisfree is a beauty product that promotes natural conservation in every business process. This research is quantitative research which aims to know and analyze whether green marketing mix simultaneously and partially influence to consumer decision in purchase Innisfree product at VPJ Bandung. Where the strategy of green marketing mix in this research consists of variables Price, Product, Place, and Promotion. Data in the study were collected through questionnaires distributed to consumers visiting the Innisfree VPJ outlet. Sampling using non probability technique type accidental sampling with the number of samples of 100 respondents. Method of data analysis technique used in this research is multiple regression analysis. The results showed that the Green Marketing Mix simultaneously and partially influence the purchase decision of Innisfree product in Innisfree PVJ Bandung outlet based on F test value of 5.592> f table of 2.47.
Keywords: Green marketing, Price, Product, Place, Promotion, Purchase Decision
Keywords: Green Marketing, Price, Product, Place, Promotion, Purchase Decision
