Pengaruh Green Marketing Mix terhadap Minat Beli Produk Love Beauty and Planet Di Jakarta

  • Dwi Oktaviani Universitas Tarumanagara (UNTAR) Jakarta, Indonesia
  • Rodhiah Rodhiah Universitas Tarumanagara (UNTAR) Jakarta, Indonesia
DOI: https://doi.org/10.46799/syntax-idea.v3i7.1306
Keywords: Green Product, Green Price, Green Place, Green Promotion, Minat Beli

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Green Marketing Mix yang terdiri dari Green Product, Green Price, Green Place dan Green Promotion terhadap minat beli konsumen pada produk Love Beauty and Planet. Penelitian ini menggunakan desain penelitian Deskriptif. Pengambilan sampel dilakukan dengan metode Purposive sampling dengan jumlah sampel sebanyak 100 responden yang merupakan konsumen Love Beauty and Planet di Jakarta. Data dikumpulkan dengan menyebarkan kuesioner secara online (Google From). Analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan alat analisis data yaitu SmartPLS. Hasil dari penelitian menunjukkan bahwa dari Green Marketing Mix hanya Green Product dan Green Price yang mempengaruhi minat beli konsumen sedangkan Green Place dan Green Promotion tidak mempengaruhi minat beli konsumen Love Beauty and Planet di Jakarta. Dari hasil penelitian tersebut dapat disimpulkan bahwa minat beli konsumen Love Beauty and Planet di Jakarta tidak dipengaruhi oleh promosi dan tempat pendistribusian produk Love Beauty And Planet.

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Published
2021-07-19
Issue
Vol 3 No 7 (2021): Syntax Idea
Section
Articles

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