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All Journal JURNAL MANAJEMEN MOTIVASI Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Jambura Journal of Health Sciences and Research Jurnal Bisnis Terapan JURNAL MANAJEMEN Jurnal Abdimas Mandiri Jurnal Abdimas Musi Charitas
Putri, Yuni Adinda
Sriwijaya University
Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : JURNAL MANAJEMEN

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The Effect of Green Marketing Mix on Purchase Intention of Body Shop Products in Palembang City Yuni Adinda Putri
JPIM (Jurnal Penelitian Ilmu Manajemen) Vol 7, No 2 (2022): JPIM (JURNAL PENELITIAN ILMU MANAJEMEN)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpim.v7i2.1104

Abstract

Public awareness of protecting the environment is critical. This is very important because it will have an impact on global warming. This condition has made global consumers aware of environmental sustainability. This creates new demand for environmentally friendly products. Therefore, a new marketing concept that is environmentally sound or commonly referred to as green marketing, has emerged. In this study, the independent variable used is the green marketing mix, and the dependent variable is purchase intention. This type of research is quantitative, with a sample of 96 respondents. The research technique used is non-probability sampling. The results showed that all green marketing mix variables, green product, green price, green place, and green promotion, affected product purchase intention.
Co-Authors Agustina Hanafi Ardesy Melizah Kurniati Ari Martino Arifin, Firmansyah Fiona Widyasari Karolin Adhisty Martha Rianty Melia Frastuti Muchsin Saggaff Shihab Putri, Sarahdeaz Siti Fazzaura Rifani Akbar Sulbahri Sulbahri Madjir Yuni Rachmawati Yuni Rachmawati Zakaria Wahab