PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta)
Abstract: This study aimed to
analyze the effect of an implementation of green marketing strategies and
consumer characteristics on product choice decision. Implementation of green
marketing strategies such as: product, price, promotion, and distribution
channel. The characteristics of consumer such as: consumer awareness, and
gender. The research sample is 100 AMDK consumers in Surakarta taken by using
purposive sampling technique. Many variables measured by using a Likert scale,
exception for variable of gender and product choice decision. To determine the
effect of product, price, promotion, distribution channel, consumer awareness,
and gender variables on products choice decision used logistic regression
analysis. Based on data analysis, product (B = 2,489), price (B = -3,278), and
distribution (B = 2,882), and gender (B = -4161) significantly effect on AMDK
product choice decision. While the promotion (B = -0,313) and consumer
awareness (B = 1,861) not significantly effect on AMDK product choice decision.
Keywords: green marketing
strategies, consumer awareness, gender, and product choice decision
Penulis: Wiyadi
Kode Jurnal: jpmanajemendd151533
