THE INFLUENCE OF GREEN MARKETING MIX ON CUSTOMERS PURCHASE INTENTION OF GREEN PRODUCT
In recent years, the problem of waste has become one of the issues often discussed and disturbed by the community. One of the most significant waste compositions and challenges to recycling is sanitary napkins, which are in second place. There is a global action called SDG (Sustainable Development...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67009 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In recent years, the problem of waste has become one of the issues often discussed and disturbed by the
community. One of the most significant waste compositions and challenges to recycling is sanitary napkins,
which are in second place. There is a global action called SDG (Sustainable Development Goals) 2030
provides a new phenomenon for every company to contribute to the environment. This phenomenon has
given attention to Pertiwi to develop environmentally friendly products free of hazardous materials in the
sanitary napkin industry. In developing green products, it is necessary to adopt a marketing strategy in
product development. Previous researchers have found a strategy related to green products, namely green
marketing, that affects the purchase of green products.
This research will focus on the green marketing mix (product, price, place, and promotion) in influencing
the purchase intention of green product customers. This study will use quantitative methods by distributing
online questionnaires to female respondents aged 18 to 45 years in Greater Jakarta and Bandung who have
an interest in the environment. This study has collected data from 207 respondents who were selected. MLR
analysis tests hypotheses and analyzes the relationship between green price, green product, green place, and
green promotion variables with purchase intention. The findings are that green promotion, green price, and
green product variables influence purchase intention. However, the green place variable does not
significantly affect the purchase intention variable. This finding is expected to provide consideration for an
industry in making decisions regarding marketing strategies to be more effective.
Keywords: Purchase Intention, Marketing Mix 4P, Green Product, Multiple LinearRegression |
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