E-Jurnal Manajemen Universitas Udayana
Vol 4 No 2 (2015)

PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HIJAU DI RESTORAN SARI ORGANIK UBUD

I Ketut Risyamuka (Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia)
Kastawan Mandala (Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia)

Article Info

Publish Date
14 Feb 2015

Abstract

The purpose of this study was to determine the effect of green marketing mix consists of product, promotion, price and place of the green product purchasing decisions at Sari Organic Restaurant Ubud. This study used a quantitative research using surveys and questionnaires to 100 visitors Sari Organic Restaurant Ubud. The data analysis technique used in this study is multiple linear regression analysis. It was found that the variable product, promotion, price and place simultaneously influence the purchasing decision of green products in Restaurant Ubud Sari Organic and variable product, promotion, price and place to have a positive and significant effect partially on green product purchasing decisions at Sari Organic Restaurant Ubud.

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...