THE INFLUENCE OF GREEN MARKETING ON ECO SOUVENIR PURCHASE DECISION WITH PURCHASE INTENTION AS AN INTERVENING VARIABLE

• Main Author: Qonita Firodiyarobbi, Firdilla
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70633
• Institution: Institut Teknologi Bandung

This study aims to determine the effect of green marketing on the customers' decision to buy eco-souvenirs with purchase intention as an intervening variable. Does the implementation of green marketing for one year affect the decision to buy eco souvenirs through buying interest. This research design is quantitative with survey research. The population in this study were all Sugar Souvenir customers in 2022, with a total sample using a random sampling technique of 62 people. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the research hypothesis is the path analysis test and the Sobel test using the SPSS 23 application. From this study, it can be concluded that Green Marketing significantly affects buyer interest by 65% (the indicator includes quite a lot). That means the higher the green marketing value, the higher the public's interest in buying eco souvenirs at Sugar Souvenirs. Moreover, the Green Marketing and Purchase Intention variables contribute to the Purchasing Decision Variable by 59.7% (the indicators include sufficient numbers). So consumer interest is more significant than consumer decisions to buy.