scholarly journals Efek Green Marketing Mix terhadap Minat Beli Produk Ramah Lingkungan

2021 ◽  
Vol 5 (2) ◽  
pp. 220
Author(s):  
Krismi Budi Sienatra ◽  
Egar Sekar Evani
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Marketing Mix ◽  
Service Industries ◽  
Green Marketing ◽  
Environmental Damage ◽  
Analysis Tool ◽  
Green Product ◽  
Sample Number ◽  
Potential Buyer

The spread of environmental issue requires business units to prioritize sustainability in the system or products. Gradually the community becomes more aware of life environmental damage and efforts to preserve the environment. Under the conditions, like this environmental-friendly products are shown by several product and service industries. The purpose of this research is to find out whether green product and green promotion have positive impact on purchase intention of Eco bouquet product. The variables that are used are Green Product (X1), Green Promotion (X2) and Purchase Intention (Y). The object of this research is a florist who provides flower bouquets and souvenirs. The populations of this research are potential buyers and all the followers in promotion media, totally 150 people. Sample number collection in this research were accidental sampling technique on potential buyers, that is, a technique that is done accidentally where anyone who is considered suitable to be the source of data will be sampled in this research. The analysis tool that is used is multiple linear regression. The result of the regression analysis states that green product and green promotion have significant influence on purchase intention of Eco bouquet products. Maraknya isu lingkungan menuntut unit-unit usaha mengedepankan keberlanjutan (sustainability) dalam sistem maupun produk mereka. Masyarakat lambat laun semakin sadar akan kerusakan lingkungan hidup dan upaya-upaya untuk melestarikan lingkungan. Dalam kondisi seperti ini, produk ramah lingkungan dimunculkan oleh beberapa industri produk dan jasa. Penelitian ini bertujuan untuk mengetahui apakah bagian dari konsep green marketing mix yaitu green product dan green promotion memiliki dampak positif terhadap minat beli produk Eco Bouquet. Variabel yang digunakan yaitu Green Product (X1), Green Promotion (X2) dan Minat Beli (Y). Obyek penelitian ini adalah florist yang menyediakan buket bunga dan souvenir yang ramah lingkungan. Populasi dalam penelitian ini adalah potential buyer Noir Florist, yaitu seluruh konsumen yang tahu tentang produk florist secara umum, konsumen yang pernah melakukan pembelian dan seluruh pengikut media promosi florist Eco Bouquet yang berjumlah 150 orang. Pengambilan jumlah sampel pada penelitian ini menggunakan teknik accidental sampling pada potential buyer Noir Florist, yaitu teknik yang dilakukan secara kebetulan dimana siapa saja yang dianggap cocok menjadi sumber data yang akan menjadi sampel dalam penelitian ini. Alat analisis yang digunakan adalah regresi linear berganda. Hasil analisis regresi menyatakan bahwa green product dan green promotion memiliki pengaruh yang signifikan terhadap minat beli produk Eco bouquet.

scholarly journals Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s Attitude Sebagai Variabel Mediasi

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Stevany Febriani
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Sampling Method ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Analysis Method ◽  
The People ◽  
Data Collection Technique

This study aimed to know the responses of the people about green marketing towards green product purchase intention on Innisfree products with consumer’s attitude towards green product as the mediating variable. The variables used were green product, green price, green place, green promotion, green product purchase intention and consumer’s attitude. This study uses quantitative method. The data collection technique use questionnaires distributed to 400 respondents namely Innisfree consumers in Jakarta with purposive sampling method. The analysis method that used in this study was path analysis. The result showed that green marketing mix positively and significantly affect to consumer’s attitude and consumer’s attitude positively and significantly affect green product purchase intention. The partial green product and green price x positively and significantly affect the green product purchase intention, green place and green promotion no significant effect to green product purchase intention. Consumer’s attitude positively and significantly affect the green product purchase intention on Innisfree product. Consumer’s attitude is fully mediated the green place and green promotion affect on green product purchase intention and partial mediated the green product and green price affect on green product purchase intention.

scholarly journals PENGARUH 4P GREEN MARKETING MIX TERHADAP KEPUASAN PELANGGAN BLOOMKA SKINCARE

2021 ◽  
pp. 1311
Author(s):  
Mila Dwi Astuti ◽  
Miguna Astuti ◽  
Dienni Ruhjatini Sholihah
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Research Method ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Green Marketing ◽  
Analysis Tool ◽  
Green Product ◽  
Analysis Technique ◽  
Inferential Analysis

This study aims to analyze and prove whether there is an effect of green product, green orice, green place and green promotion on customer satisfaction. This research method is quantitative with a sample of 100 bloomka customer respondents who are domiciled in the DKI Jakarta area. The data analysis technique used is descriptive analysis and inferential analysis with Smart PLS 3.0 analysis tool. The results of this study indicate that the green product variable has an effect on customer satisfaction of 0.369. Green price has an effect on customer satisfaction of 0.286. Green place has an effect on customer satisfaction of 0.208. Green promotion has no effect on customer satisfaction.Penelitian ini bertujuan untuk menganalisis dan membuktikan apakah terdapat pengaruh green product, green orice, green place dan green promotion terhadap kepuasan pelanggan. Metode penelitian ini yaitu kunatitatif dengan sampel sebanyak 100 responden pelanggan bloomka yang berdomisili di wilayah DKI Jakarta. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis inferensial dengan alat analisis Smart PLS 3.0. Hasil dari penelitian ini menunjukan bahwa variabel green product berpengaruh terhadap kepuasan pelanggan sebesar 0,369. Green price berpengauh terhadap kepuasan pelanggan sebesar 0,286. Green place berpengaruh terhadap kepuasan pelanggan sebesar 0,208. Green promotion tidak berpengaruh terhadap kepuasan pelanggan.

scholarly journals The Effect Green Marketing Mix on Corporate Image as Well as Implication for Purchase Intention of Food and Beverages Companies In Indonesia

2021 ◽  
Vol 2 (2) ◽  
pp. 210-222
Author(s):  
Ryan Johan Sembiring
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Marketing Mix ◽  
Corporate Image ◽  
Green Marketing ◽  
Coefficient Of Determination ◽  
Equation Modeling ◽  
Green Product ◽  
Verification Methods ◽  
Food And Beverage

This study aims to analyze and prove effect of the green marketing-based marketing mix consisting of (green product, green price, green distribution, green promotion) on corporate image and its implications for the purchase intention of food and beverage companies in Indonesia, partially or jointly and the effect of the green marketing-minded marketing mix consisting of (green product, green price, green distribution, green promotion) and corporate image on the purchase intention of food and beverage companies in Indonesia, both partially or collectively. The research method used in this research is descriptive and verification methods with a sample of 205 respondents, and the data analysis method used is SEM (Structural Equation Modeling) using the Lisrel Program. Based on the research results, the following findings were found as green product, green price, green distribution and green promotion both partially and collectively have a positive and significant effect on corporate image with a coefficient of determination (R2) of 88%. Likewise, green product, green price, green distribution, green promotion and corporate image either partially or collectively have a positive and significant effect on purchase intention with a coefficient of determination (R2) of 98%. This research finds and proves that to increase purchase intention it is necessary to increase the marketing mix with a marketing perspective (green product, green price, green distribution and green promotion) and corporate image in the non-physical identity dimensions needs to be improved.

scholarly journals Identification of green marketing strategies: perspective of a developing country

2019 ◽  
Vol 15 (4) ◽  
pp. 42-56 ◽  
Author(s):  
Maria Hayu Agustini ◽  
Sentot Suciarto Athanasius ◽  
Berta Bekti Retnawati
Keyword(s):  
Developing Countries ◽  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Green Product ◽  
Depth Interview ◽  
Green Practices ◽  
Beauty Products

Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.

scholarly journals THE GREEN MARKETING MIX: A REVIEW OF CUSTOMERS’ BODY SHOP PURCHASE INTENTION

2019 ◽  
Vol 3 (2) ◽  
pp. 400
Author(s):  
Genoveva Genoveva ◽  
Lyliana Levina
Keyword(s):  
Marketing Strategy ◽  
Purchase Intention ◽  
Action Plan ◽  
Marketing Mix ◽  
Environmental Issue ◽  
The Body ◽  
Green Marketing ◽  
Body Shop ◽  
Purposive Sampling ◽  
The Body Shop

Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan.  Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop®  is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop  towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.

A Systemic Approach to Strategies for Green Innovative Products

2019 ◽  
Vol 118 (8) ◽  
pp. 190-197
Author(s):  
K.S. Chandrasekar ◽  
Dr.P.N. Harikumar
Keyword(s):  
Product Development ◽  
Marketing Mix ◽  
Green Marketing ◽  
Systemic Approach ◽  
Green Product ◽  
Quality Performance ◽  
Green Product Development ◽  
Innovative Products ◽  
Detrimental Impact

Green Marketing is the process of developing products and services and promoting them to satisfy the customers who prefer products of good quality, performance and convenience at affordable cost, which at the same time do not have a detrimental impact on the natural Green environment. Green marketing has evolved over a period of time. It has hence become imperative to have green innovative products to ensure that overall health and cost is taken care. In this context, this article throws light on the systemic approach to strategies that can be aimed at green innovative products. This study explores the possibility of green product development, harnessing marketing mix strategically etc.,

Green Marketing Strategies and Marketing Performance

2019 ◽  
pp. 1444-1463
Author(s):  
Serkan Kılıç ◽  
Erkan Özdemir
Keyword(s):  
Communication Strategies ◽  
Marketing Channel ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Marketing Communication ◽  
Green Products ◽  
Web Based ◽  
Marketing Performance ◽  
Questionnaire Method

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.

scholarly journals Jurnal Manajemen Bisnis Dan Kewirausahaan

2019 ◽  
Vol 3 (1) ◽  
Author(s):  
Magister Manajemen
Keyword(s):  
Customer Loyalty ◽  
Product Innovation ◽  
Purchase Intention ◽  
Perceived Value ◽  
Green Marketing ◽  
Green Product ◽  
Product Involvement ◽  
Business Model Canvas ◽  
Customer Perceived Value ◽  
Net Profit

  JURNAL MANAJEMEN BISNISDAN KEWIRAUSAHAAN   Volume 03/No.1/Januari /2019                                                               e-ISSN 2598-0289  Terbit enam kali dalam setahun. Berisi tulisan yang diangkat dari hasil penelitian di bidang Ilmu Manajemen dan Kewirausahaan.   Ketua Dewan PenyuntingProf. Ir. Carunia Mulya Firdausy, MA, Ph.D – Universitas Tarumanagara  Wakil Ketua Dewan PenyuntingDr. Eko Harry Susanto – Universitas Tarumanagara  Anggota Dewan Penyunting Dr. Ir. Agus Zainul Arifin, MM – Universitas TarumanagaraDr. Eddy Supriyatna MZ, M.HUM – Universitas TarumanagaraDr. Anas Lutfi, MM, MKN – Universitas IndonesiaDr. Hardius Usman, M.Si – Universitas IndonesiaDr. Indra Widjaja, SE, MM – Universitas TarumanagaraDr. Hetty Karunia Tunjung Sari – Universitas Tarumanagara   SekretariatMaria Benedicta, SEStephanie Pane, SE, MM    Alamat Penyunting dan Tata Usaha: Program Studi MM Untar, Kampus 1, Gedung Utama, Lantai 14, Jl. Let. Jen. S. Parman No. 1 Grogol, Jakarta 11440. Telp. (62-21) 5655806 dan Fax. (62-21) 5655808. Email: [email protected]         JURNAL MANAJEMEN BISNIS & KEWIRAUSAHAAN        Januari 2019, Volume  03, No 1                                                               e-ISSN 2598-0289Halaman 1-108 ANALISIS STRATEGI BISNIS PADA PT. XYZFelicia Verdiana Wibisono                                                                                                                                                      01-07 STRATEGI PENGEMBANGAN PELABUHAN SUNDA KELAPA SEBAGAI GERBANG WISATASEJARAH DI JAKARTANovi Handayani                                                                                                                                                                    08-14 PENTINGNYA STRATEGI BISNIS YANG TEPAT DALAM MEMPERTAHANKAN EKSISTENSI SUATU USAHA(STUDI KASUS: PENUTUPAN SEVEL)Ari Yuliani dan Eko Harry Susanto                                                                                                                                       15-22 PENGARUH PRODUCT INVOLVEMENT, MILK KNOWLEDGE DAN PERCEIVED VALUE TERHADAPPURCHASE INTENTION (KASUS : PRODUK SUSU ULTRAMILK)Ricky dan Chairy                                                                                                                                                                    23-28 ANALISIS PENGARUH  RASIO NILAI PASAR, SOLVABILITAS DAN PROFITABILITASTERHADAPHARGA SAHAM PADA PERUSAHAAN YANG TERDAFTAR DI INDEKS LQ-45  TAHUN 2013 - 2017Bode Verry Fair Sitorus                                                                                                                                                          29-36 PENGARUH KUALITAS LAYANAN DAN KEPERCAYAAN TERHADAP KEPUASAN PELANGGANZefanya                                                                                                                                                                                  37-44 PENGARUH NET PROFIT MARGIN, EARNING PER SHARE, DAN RETURN ON ASSET TERHADAPHARGA SAHAM PERUSAHAAN PROPERTI DI BEIKenny                                                                                                                                                                                      45-50 PENGARUH GREEN MARKETING MIX TERHADAP GREEN PRODUCT PURCHASE INTENTION PADAPRODUK INNISFREE DI JAKARTA DENGAN CONSUMER’S ATTITUDE SEBAGAI VARIABEL MEDIASIStevany Febriani                                                                                                                                                                    46-57 ANALISIS KINERJA KEUANGAN PT CIPUTRA DEVELOPMENT TBK (CTRA)SETELAH PENERBITAN DANA INVESTASI REAL ESTAT (DIRE)Martin Teguh Wibowo                                                                                                                                                           58-64 PENGARUH CUSTOMER PERCEIVED VALUE, CUSTOMER SATISFACTION,DAN PRODUCT INNOVATION TERHADAP CUSTOMER LOYALTY(STUDI KASUS REBRANDING ALL NEW SOUR SALLY)Faranita Amelia dan Keni                                                                                                                                                     65-70 STRATEGI PEMASARAN PT. HUAWEI DALAM MENINGKATKAN PANGSA PASARNicolas Septian dan Chairy                                                                                                                                                   71-77 ANALISIS PENGARUH E-SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP KEPUASAN PELANGGANDAN LOYALITAS PELANGGAN LAYANAN INTERNET INDIHOMELia Arisyanti Ndun                                                                                                                                                                 78-84 STRATEGI DIFERENSIASI PADA PT MATAHARI DEPARTMENT STORE TBKShieni                                                                                                                                                                                       85-89 ANALISIS PENGEMBANGAN BUSINESS MODEL CANVAS DALAM UPAYA MENINGKATKANKEUNGGULAN BERSAING PT. XYZBudiarto                                                                                                                                                                                 90-95      ANALISIS PREDIKSI POTENSI KEBANGKRUTAN PT INDO ASIA SUKSES DENGANMODEL ZMIJEWSKI DAN MODEL SPRINGATEWilly                                                                                                                                                                                        96-101 PENGARUH PERSEPSI KEMUDAHAN BERBELANJA, REPUTASI WEBSITE, DAN KUALITAS WEBSITETERHADAPMINAT BELI ONLINE: KEPERCAYAAN SEBAGAI VARIABEL MEDIASIWiendy Deborah dan Keni                                                                                                                                                    102-108    

scholarly journals THE ROLE OF ATTITUDE IN MEDIATING CONSUMER KNOWLEDGE INFLUENCE TOWARDS THE PURCHASE INTENTION OF GREEN PRODUCT

2015 ◽  
Vol 6 (2) ◽  
Author(s):  
A.A Sagung Ayu Wulandari, ◽  
I Ketut Rahyuda ◽  
Ni Nyoman Kerti Yasa
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Main Idea ◽  
Positive Influence ◽  
Green Marketing ◽  
Raw Material ◽  
Green Product ◽  
Consumer Knowledge ◽  
Attitude Variable

Protecting the environment has become a main idea for some modern companies in applying the green marketing strategy. Many consumers perceive that a product with natural raw material can give a better benefit both in terms of health issue and environment. The purpose of this study is to find out the role of attitude in mediating consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar.The samples were 110 respondents from all over Denpasar taken with the purposive sampling method and path analysis. The result of the study shows that consumer knowledge has significant and positive influence towards the attitude and purchase intention of green product Ever-E 250. The attitude variable has been proven to be able to mediate consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar significantly, while the mediation happen is partial, so that the attitude variable functions as a mediator of consumer knowledge influence towards the purchase intention of green product.

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