绿色营销理念对消费者购买草原工程产品意愿的影响

Rizky Faizal Alamin, Ike Ratnasari
{"title":"绿色营销理念对消费者购买草原工程产品意愿的影响","authors":"Rizky Faizal Alamin, Ike Ratnasari","doi":"10.37479/jsm.v1i2.2499","DOIUrl":null,"url":null,"abstract":"This study aims to determine and analyze the influence part of the green marketing concept where the variables studied include green product, green promotion, green packaging. Towards Savana Project product buying intention, and to know and analyze which variables have the dominant influence on consumer buying interest. The population of this study is all prospective buyers of Savana Project products using the Non-Probability Sampling Method, namely convenience sampling where members of the population can be easily selected as samples. The number of samples in this study were 121 respondents. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis show that all variables simultaneously have a significant effect on buying intention, and are able to contribute to customer loyalty variables by 58.8%. Partially only green products that do not have a significant influence on buying interest. While the other two, namely green promotion and green packaging have a significant influence on consumer buying interest. green promotion becomes the dominant influence variable on customer loyalty with a regression coefficient of 0.501 greater than the other three variables. This shows that green promotion is a variable that greatly influences consumer buying interest.","PeriodicalId":196530,"journal":{"name":"Jambura Science of Management","volume":"57 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":"{\"title\":\"The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product\",\"authors\":\"Rizky Faizal Alamin, Ike Ratnasari\",\"doi\":\"10.37479/jsm.v1i2.2499\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study aims to determine and analyze the influence part of the green marketing concept where the variables studied include green product, green promotion, green packaging. Towards Savana Project product buying intention, and to know and analyze which variables have the dominant influence on consumer buying interest. The population of this study is all prospective buyers of Savana Project products using the Non-Probability Sampling Method, namely convenience sampling where members of the population can be easily selected as samples. The number of samples in this study were 121 respondents. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis show that all variables simultaneously have a significant effect on buying intention, and are able to contribute to customer loyalty variables by 58.8%. Partially only green products that do not have a significant influence on buying interest. While the other two, namely green promotion and green packaging have a significant influence on consumer buying interest. green promotion becomes the dominant influence variable on customer loyalty with a regression coefficient of 0.501 greater than the other three variables. This shows that green promotion is a variable that greatly influences consumer buying interest.\",\"PeriodicalId\":196530,\"journal\":{\"name\":\"Jambura Science of Management\",\"volume\":\"57 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-07-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"3\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Jambura Science of Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37479/jsm.v1i2.2499\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jambura Science of Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37479/jsm.v1i2.2499","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 3

摘要

本研究旨在确定和分析绿色营销理念的影响部分,其中研究的变量包括绿色产品,绿色促销,绿色包装。对热带草原项目产品的购买意愿,了解并分析哪些变量对消费者的购买兴趣有主导影响。本研究的人口是所有Savana项目产品的潜在购买者,使用非概率抽样方法,即方便抽样,可以很容易地选择人口中的成员作为样本。本研究的样本数量为121名受访者。使用的分析技术是多元线性回归分析。基于分析的结果表明,所有变量同时对购买意愿有显著的影响,能够贡献58.8%的顾客忠诚变量。部分绿色产品对购买兴趣没有显著影响。而另外两项,即绿色促销和绿色包装对消费者的购买兴趣有显著影响。绿色促销成为影响顾客忠诚度的主导变量,其回归系数为0.501,大于其他三个变量。这表明绿色促销是一个极大影响消费者购买兴趣的变量。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product
This study aims to determine and analyze the influence part of the green marketing concept where the variables studied include green product, green promotion, green packaging. Towards Savana Project product buying intention, and to know and analyze which variables have the dominant influence on consumer buying interest. The population of this study is all prospective buyers of Savana Project products using the Non-Probability Sampling Method, namely convenience sampling where members of the population can be easily selected as samples. The number of samples in this study were 121 respondents. The analysis technique used is multiple linear regression analysis. Based on the results of the analysis show that all variables simultaneously have a significant effect on buying intention, and are able to contribute to customer loyalty variables by 58.8%. Partially only green products that do not have a significant influence on buying interest. While the other two, namely green promotion and green packaging have a significant influence on consumer buying interest. green promotion becomes the dominant influence variable on customer loyalty with a regression coefficient of 0.501 greater than the other three variables. This shows that green promotion is a variable that greatly influences consumer buying interest.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
Relationship Marketing and Digital Marketing on Competitive Advantage in Enhancing SMEs Marketing Performance at Semarang Regency Willingness to Pay Analyse for Green Cosmetics Product in Malang City Factor Influencing Purchase Intention for Co-Branded Anime Fashion Products The Hidden Influence of Halal Labeling and Product Knowledge on Customer Loyalty: Unraveling Religiosity's Role among Cosmetic Consumers in Malang Which One Has The Greater Influence On The Green Purchase Decision?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1