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International Journal of Scientific & Technology Research

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IJSTR >> Volume 9 - Issue 6, June 2020 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Green Marketing Practice In Purchasing Decision Home Care Product

[Full Text]

 

AUTHOR(S)

Syahnur Said, Ackhriansyah Ahmad Gani, Rezky Ratnasari Taufan, M Haerdiansyah Syahnur, Jafar Basalamah

 

KEYWORDS

Green Marketing, Buying Interest, Buying Decision, Personal And Home Care Product

 

ABSTRACT

This study aims to explain the effect of green marketing on buying interest and purchasing decisions on personal and home care products commonly used in daily activities of people in Indonesia. This type of research is explanatory research, in which a survey is conducted on consumers who use products labeled Unilever eco- friendly. The survey used 100 samples of research data with a purposive sampling technique, and it is collected through a questionnaire and online survey that was analyzed using the SEMPLS technique. Finally, the results of the study found that the attribute of environmentally friendly product design (green label) is a variable that dominates the choice of consumers in making purchases. Meanwhile, preference attribute is the attribute having the smallest influence on purchasing decisions. Another fact shows that the variable of price remains the choice of respondents when making a purchase on a product. Future studies are expected to be able to add more variables by using a larger sample size.

 

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