PENGARUH GREEN MARKETING TERHADAP GREEN PURCHASING INTENTION. PADA KOSMETIK RAMAH LINGKUNGAN PT MARTINA BERTHO, TBK DI PALEMBANG

Andrean, Jodi (2016) PENGARUH GREEN MARKETING TERHADAP GREEN PURCHASING INTENTION. PADA KOSMETIK RAMAH LINGKUNGAN PT MARTINA BERTHO, TBK DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT This study aims todetermine the effect of green marketing perception to green purchasing intention in envirionmentally friendly cosmetic PT Martina Berto, tbk in Palembang.This type of research is done by using a field study/surveys. The sampling technique used was purposive sampling.Samplein the study of 100 people, where respondents are consumer product PT Martina Berto, tbk .The data analysis technique used is the test of validity, reliability test, descriptive analysis of the average score per variable and multiple linear regression. Test results show the validity of all data is valid, the reliability test showed all data are reliable, and The results of multiple linear regression test showed the consumer perceptions regarding envionmentally friendly products has a positive and significant impact on green purchasing intention. Keywords:Green Marketing, Green Packaging, Green Product Value, Eco-Label, Green Coorporate Perception, Green Advertisement, Green Purchasing Intention

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords:Green Marketing; Green Packaging; Green Product Value; Eco-Label; Green Coorporate Perception; Green AdvertisemenT; Green Purchasing Intention
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 19 May 2022 07:53
Last Modified: 19 May 2022 07:53
URI: http://eprints.ukmc.ac.id/id/eprint/7835

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