Soekarno, Almira Parahita (2023) Pengaruh Bauran Pemasaran Hijau Terhadap Keputusan Pembelian Oleh Konsumen Greenly Salad di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify consumer characteristics and analyze the influence of the green marketing mix on the purchasing decisions of consumers of Greenly salad in Galaxy Mall 1 Surabaya. The method used in this study is quantitative using descriptive data analysis and Structural Equation Model Partial Least Square (SEM- PLS). The number of respondents in this study was 104 people consisting of various groups and ages, They must be over 17 years old and have made a purchase at the Greenly Salads outlet in Surabaya with intensity once in the last six months. Data collection takes place through the dissemination of questionnaires. Data processing is carried out using the Partial Least Square (PLS) method with the SMART-PLS 3.3.3 application. In this study, results were obtained, namely the significant influence of the green marketing mix on the purchase decision of Greenly salad in Surabaya. The percentage of influence of the green marketing mix on purchasing decisions is 63.40 percent. In the study, it was concluded that respondents' responses related to the green marketing mix variables (green product, green place, and green price) had a significant effect on purchasing decisions, but the green promotion and green physical evidence variables did not have a significant effect.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Almira Parahita Soekarno | ||||||||||||
| Date Deposited: | 20 Jan 2023 06:38 | ||||||||||||
| Last Modified: | 20 Jan 2023 06:38 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/11303 |
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