ANALYSIS OF THE INFLUENCE OF PRODUCT ATTRIBUTES ON BEHAVIORAL INTENTION AND DETERMINATION OF GREEN PRODUCT MARKETING DEVELOPMENT STRATEGIES (CASE PT SELALU SEGAR SENANTIASA, BANDUNG, WEST JAVA)

• Main Author: Saputra, Hendrik
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65620
• Institution: Institut Teknologi Bandung

The failure of green product marketing could be reduced if the developers could determine the dominant attribute factor that influences consumer behavioral intention to use the green product and also determine the convenient marketing strategies. According to previous research, it was found that effectivity, price, halalness, safety, and product availability are the common attribute factors that overcome consumer behavioral intention. Through this research, all of these factors were analyzed for green product edible coating produced by PT Selalu Segar Senantiasa. The study used a qualitative approach, with primary data collected from 40 medium-scale fruit traders in Bandung, West Java, and modeled using a technology acceptance model and analyzed using path analysis. While the determination of the green product marketing development strategy was formulated with several matrices analyzed as IE, TOWS, SPACE, and QSPM. Based on the study results, it was found that product safety was the dominant attribute factor, with a path coefficient value of 0.38. Furthermore, based on these findings and the company's condition, it was found that the convenient type of strategy for this company is an aggressive strategy, that could be done by optimizing safety and increasing competitive added value from the use of edible coatings. The results of this study indicate that edible coating developers need to prioritize product safety factors. These safety factors include the safety of edible coatings on fruit and the environment.