GREEN MARKETING MIX BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIG TREE FARMS DI LOTUS FOOD SERVICES

  • Muhammad Husnan Zaky Universitas Udayana
  • Ni Made Purnami Universitas Udayana
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2020.v09.i02.p14

Abstrak

The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities. This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products. The research sample was determined by a purposive sampling method of 125 consumers. Data collection was carried out by distributing questionnaires to consumers of Big Tree Farms products at Lotus Food Services Jimbaran, Badung. The data analysis technique in this study used multiple linear regression analysis. The conclusions from the results of the study are, Green marketing mix (green product, green price, green place and green promotion) has a positive and partially significant effect on the purchasing decisions of Big Tree Frams products at Lotus Food Services Jimbaran, Badung.


Keyword : Green Marketing Mix,Buying Decision


 

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Diterbitkan
2020-02-03
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ZAKY, Muhammad Husnan; PURNAMI, Ni Made. GREEN MARKETING MIX BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIG TREE FARMS DI LOTUS FOOD SERVICES. E-Jurnal Manajemen, [S.l.], v. 9, n. 2, p. 678 - 698, feb. 2020. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/54222>. Tanggal Akses: 15 oct. 2025 doi: https://doi.org/10.24843/EJMUNUD.2020.v09.i02.p14.
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Terbitan
Vol 9 No 2 (2020)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.