The Role Of Green Marketing In Purchasing Interest In Products
DOI:
https://doi.org/10.55606/icesst.v1i1.352Keywords:
Green Marketing Mix, Purchase Intention, Armor CoffeeAbstract
The purpose of this study is to assess the impact of different components of the green marketing mix. Specifically, the impact of green product, green pricing, green location, and green advertising on Armour Coffee purchase intentions in Maros Regency. The data utilised in this study was collected from 63 customers who had previously made purchases at the Armour Coffee location in Maros and was rigorously tested for validity, reliability, and classical assumptions. Data was collected via purposive sampling, and the results were analysed using multiple linear regression aided by the Statistical Package for Social Sciences (SPSS). Three of the five hypotheses analysed have empirical evidence to support them. Empirical results reveal that eco-friendly product and eco-friendly location qualities are favourably connected with purchase intention, whereas no significant influence is detected in regard to eco-friendly pricing and eco-promotions.
References
Almahdali, N. J., & Djawa, S. K. (2018). Pendampingan Penyusunan Laporan Keuangan Pada Kelompok Dasa Wisma. MONSU'ANI TANO Jurnal Pengabdian Masyarakat, 1(2).
Atmaja, D. S., Zaroni, A. N., & Yusuf, M. (2023). Actualization Of Performance Management Models For The Development Of Human Resources Quality, Economic Potential, And Financial Governance Policy In Indonesia Ministry Of Education. Multicultural Education, 9(01), 1-15.
Djawa, S. K. (2017). Pengaruh etos kerja dan disiplin kerja terhadap kinerja pegawai pada Kantor Camat Luwuk Utara Kabupaten Banggai. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 1(1), 20-34.
DJAWA, S. K. (2018). Pengaruh Kepemimpinan Dan Lingkungan Kerja Terhadap Kinerja Pegawai Pada Sekretariat DPRD Kabupaten Banggai. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 1(2), 75-89.
Djawa, S. K., & Rahman, W. (2023). Strategi Tiktok Marketing untuk Meningkatkan Kepercayaan Pelanggan. Lentera: Multidisciplinary Studies, 1(3), 184-190.
Djawa, S. K., & Sartika, D. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Travel Fly Wings Luwuk. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 2(1), 17-32.
Rahman, S. A., Djawa, S. K., & Syahrul, S. (2022). PENGGUNAAN PRODUK CAIRAN FERMENTASI DAUN MANGROVE UNTUK PENGENDALIAN PENYAKIT ICE-ICE DAN PENINGKATAN PRODUKSI RUMPUT LAUT Kappaphycus alvarezii. MONSU'ANI TANO Jurnal Pengabdian Masyarakat, 5(1), 133-142.
Rahman, W. (2019). Local Superior Products in Agricultural Sector: A case study in Banggai Regency Indonesia.
Soukotta, A., Sampe, F., Putri, P. A. N., Cakranegara, P. A., & Yusuf, M. (2024). Financial literacy and savings behavior female entrepreneurs in Kiaracondong Market, Bandung City. Jurnal Darma Agung, 30(2), 652-662.
Sutaguna, I. N. T., Sampe, F., Dima, A. F., Pakiding, D. L., & Yusuf, M. (2022). Compensation and Work Discipline's Effects on Employee Achievement at Perumda Pasar Juara. YUME: Journal of Management, 5(3), 408-428.
Sutrisno, S., Herdiyanti, H., Asir, M., Yusuf, M., & Ardianto, R. (2022). Dampak Kompensasi, motivasi dan Kepuasan Kerja Terhadap Kinerja Karyawan di Perusahaan: Review Literature. Management Studies and Entrepreneurship Journal (MSEJ), 3(6), 3476-3482.
Yusuf, M., & Matiin, N. (2022). ANALYSIS OF THE EFFECT OF THE MARKETING MIX ON PURCHASING DECISIONS. International Journal of Economics and Management Research, 1(3), 177-182.
Yusuf, M., Fitriyani, Z. A., Abdilah, A., Ardianto, R., & Suhendar, A. (2024). The Impact Of Using Tokopedia On Profitability And Consumer Service. Jurnal Darma Agung, 30(2), 559-573.
Yusuf, M., Haryono, A., Hafid, H., Salim, N. A., & Efendi, M. (2022). Analysis Of Competence, Leadership Style, And Compensation In The Bandung City Pasar Bermartabat. Jurnal Darma Agung, 30(1), 524-2.
Yusuf, M., Sutrisno, S., Putri, P. A. N., Asir, M., & Cakranegara, P. A. (2024). Prospek Penggunaan E-Commerce Terhadap Profitabilitas Dan Kemudahan Pelayanan Konsumen: Literature Review. Jurnal Darma Agung, 30(3), 786-801.
