PERAN KEPEDULIAN PADA LINGKUNGAN DALAM MEMEDIASI PENGARUH GREEN MARKETING TERHADAP NIAT PEMBELIAN PRODUK RAMAH LINGKUNGAN
ABSTRACT: Consumer
conciousness to maintain environment is increasing at this time. This reseach
aims to exam the impact of green market
willing to purchase eco friendly environment product mediated by careness of
cosmetic study of the body shop brand. Data collection on this reseach use
likert scale quesioner. The amount of sample are 100 respondents and use
porposive sampling technic.data analysis technic that used are deskriptif
statistic and inferensial statictic. Deskriptif statistic explain profile of
respondents, while statistic inferensial is confirmatory analysis, track
analysis and sobel test is used to test the patterned hypothesis. The exam
result shows that green marketing significantly impact to awareness of
environment and also impact the willingness to buy eco friendly environment
product. Attention to environment significanly can mediate the impact of green
marketing to have willingness to buy eco friendly environment product of the body
shop brand
Keyword: green marketing,
kepedulian pada lingkungan, niat pembelian produk ramah lingkungan
Penulis: Putu Ari Supandini, Komang
Agus Satria Pramudana
Kode Jurnal: jpmanajemendd170154
