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)
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Institusion
Universitas Pembangunan Nasional Veteran Yogyakarta
Author
PARAMITHA, TIARA SASADARA
Subject
H Social Sciences (General)
Datestamp
2024-10-08 08:36:56
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
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
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