柏然品牌偏好丹产品属性，柏然实行绿色营销，推出量小、成本低的绿色轿车

BISMA: Jurnal Bisnis dan Manajemen Pub Date : 2022-08-04 DOI:10.19184/bisma.v16i2.33811

I. Sakti

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摘要

本研究旨在找出并解释同时及部分实施绿色营销的品牌偏好和产品属性对低成本绿色汽车(LGCC)销量的影响。研究对象是万隆Imperial Putra Perdana的Brio Satya汽车购买者，共有110名受访者。样本采用随机抽样技术。使用的数据分析是路径分析。结果表明，品牌偏好和产品属性变量对LCGC销量有部分且同时显著的影响。关键词:品牌偏好，绿色营销，产品属性，销量

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PERAN BRAND PREFERENCES DAN PRODUCT ATTRIBUTES, DALAM IMPLEMENTASI GREEN MARKETING, TERHADAP VOLUME PENJUALAN LOW COST GREEN CAR

This study aims to identify and explain the effect of brand preferences and product attributes that implement green marketing simultaneously and partially on the sales volume of Low-Cost Green Car (LGCC). The research population was the Brio Satya car buyers at the PT. Imperial Putra Perdana, Bandung, with a total sample of 110 respondents. The sample was taken using a random sampling technique. The data analysis used is path analysis. The results showed that the variable brand preferences and product attribute partially and simultaneously significantly affected LCGC sales volume. Keywords: brand preferences, green marketing, product attributes, selling volume

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BISMA: Jurnal Bisnis dan Manajemen

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