PARAMITHA, TIARA SASADARA (2024) PENGARUH GREEN MARKETING MIX MELALUI CONSUMER ATTITUDE TERHADAP GREEN PURCHASE INTENTION (Survei pada calon konsumen Gen Z Sayuran dan Buah-buahan organik Superindo di Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
This research aims to test the influence of green marketing mix through consumer
attitude on green purchase intention. This research uses a quantitative approach
by collecting data using a questionnaire. The population in this study was all
potential generation Z consumers of Suprindo vegetables and fruit in the Special
Region of Yogyakarta with a sample of 105 respondents. The data obtained is
primary data originating from respondents' answers. The data collection technique
used was non-probability sampling with a purposive sampling technique. Data
collection in this research was calculated using a Likert scale, then processed and
analyzed using PLS on SmartPLS 4.1 Software. The results of this research show
that: 1) Green Product has a positive and significant effect on green purchase
intention through consumer attitude, 2.) Green Price has a positive and significant
effect on green purchase intention through consumer attitude, 3.) Green Place has
a positive and significant effect on green purchase intention through consumer
attitude, 4.) Green Promotion has a positive and significant effect on green
purchase intention through consumer attitude, 5.) consumer attitude has a positive
and significant effect on green purchase intention.
Keyword : green marketing mix, green product, green price, green place, green
promotion, consumer attitude, green purchase intention
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | green marketing mix, green product, green price, green place, green promotion, consumer attitude, green purchase intention |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | A.Md.SI Indah Lestari Wulan Aji |
| Date Deposited: | 08 Oct 2024 08:36 |
| Last Modified: | 08 Oct 2024 08:36 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/41410 |
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