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All Journal Jurnal Pajak dan Keuangan Negara (PKN) Jurnal Bina Manajemen Global Advances in Business Studies Jurnal Serina Ekonomi dan Bisnis
Jap, Yustina Peniyanti
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Economics, Econometrics & Finance

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Journal : Jurnal Bina Manajemen

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DAMPAK GREEN MARKETING TOOLS TERHADAP PEMBELIAN PRODUK THE BODY SHOP Sutisna, Felix; Jap, Yustina Peniyanti
Jurnal Bina Manajemen Vol. 12 No. 1 (2023): Jurnal Bina Manajemen Volume 12 Nomor 1 September Tahun 2023
Publisher : STIE Wiyatamandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52859/jbm.v12i1.499

Abstract

The purpose of this research is to analyze the effect of green marketing tools on the decision behavior to buy green products mediated by the intention to buy green products. There are five variables in this study, namely ecological brand image, ecological labeling, ecological advertisement, purchase intention and buying decision behavior. The sample of this research is 274 consumers of The Body Shop. The method of analysis of this research is Partial Least Squares (PLS) analysis. Partial least squares (PLS) analysis was performed using secondary data collection and hypothesis testing. The study concluded that among green marketing tools, only environmental advertising did not have a significant impact on the decision behavior to buy green products, either directly or indirectly.
Co-Authors Estralita Trisnawati Herni Kurniawati Sutisna, Felix Sutrisno, Felicia Verawati Verawati