GREEN MARKETING AND THE EFFECT ON PURCHASING DECISION THROUGH INTENTION TO BUY ORGANIC PRODUCT

UNIVERSITAS BINA DARMA, UNIVERSITAS BINA DARMA (2022) GREEN MARKETING AND THE EFFECT ON PURCHASING DECISION THROUGH INTENTION TO BUY ORGANIC PRODUCT. GREEN MARKETING AND THE EFFECT ON PURCHASING DECISION THROUGH INTENTION TO BUY ORGANIC PRODUCT.

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Abstract

This study aims to examine and analysing the theoritical and empirically: to determine the affect of green marketing on intention to buy; to determine the affect of green marketing on purchasing decisions; to determine the affect of the intention to buy on the form purchasing decision; to determine the affect of green marketing on purchasing decisions through intention buy organic products. Research includes studies explanation (explanatory research), which describes the causal relationship between the variables of research by testing hypotheses. This study population are customers who buy organic products in supermarkets in the city of Palembang. With the study sample totaled 120 respondents. Sample used was purposive sampling techniques and analysis of research data used was path analysis. The results of this study indicate that: to determine of green marketing is direct and significantly the affect on the buying intention; to determine green marketing is not direct and significantly the affect on purchase decisions; to determine of intention in buying direct and significantly the affect on the form purchase decisions; green marketing is indirect and significantly the affect on purchasing decisions by intention buying as a variable interviening.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Mr Edi Surya Negara
Date Deposited:	15 Jun 2022 03:56
Last Modified:	15 Jun 2022 03:56
URI:	http://eprints.binadarma.ac.id/id/eprint/10886

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