THE EFFECT OF GREEN MARKETING MIX ON PURCHASE DECISION AND CUSTOMER SATISFACTION (STUDY ON INDEPENDENT CONSULTANT OF JAFRA COSMETICS INDONESIA IN MALANG)
ABSTRACT: The purposes are to
examine the effect of green marketing mix on purchase decision; to examine the
effect of green marketing mix on customer satisfaction; and to examine the
effect of purchase decision on customer satisfaction. This research used
explanatory research with the quantitative approach. The variables are green
marketing mix, purchase decision and customer satisfaction. The collection of
data obtained from distributing questionnaires to 118 JAFRA Independent
Consultant in Malang. The sampling technique use purposive sampling. The
analysis technique is path analysis. The path analysis result showed that Green
marketing mix has significant effect on purchase decision; Green marketing mix
has significant effect on customer satisfaction; Purchase decision has
significant effect on customer satisfaction. Therefore, management of JAFRA
Indonesia should be maintained and improved the indicators of green marketing
mix through ensures all the products that exist is using natural ingredients
and less chemical, especially from dangerous chemical. Campaign the green
products through social media as the standart and lifestyle of healthy life.
Using degradable materials for all the packaging. Improve the technology
process to keep maintaining natural contain and the high quality of product.
Add the product’s feature significantly. Thus, the purchase decision and
customer satisfaction will increase.
Author: Agnes Viani Parlan,
Andriani Kusumawati, M. Kholid Mawardi
Kode Jurnal: jpadministrasinegaradd160937
