THE INFLUENCE OF GREEN MARKETING MIX ON CUSTOMERS PURCHASE INTENTION OF GREEN PRODUCT

• Main Author: Renata Juniathy, Basaria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67009
• Institution: Institut Teknologi Bandung

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