Analisis Pengaruh Dimensi Green Marketing Terhadap Niat Pembelian Mobil Toyota Agya Di Palembang

This study aimed to determine the effect of green marketing involve green
perceive risk (X1) , green perceive trust (X2), green brand image (X3), green
awareness (X4) and green advertisement (X5) on buying intention green car
Toyota Agya in Palembang. The population of this study are Palembang society
who has job and intention to buy green car Toyota Agya. This type of research is
field study with purposive sampling. Data collection technique is questionnaire
were given to 100 respondents. Data analysis tecnique used multiple regression
analysis. The result of this study show that: 1) green perceive risk (X1) has
significantly negative effect to green purchase intentions , 2) green perceive trust
(X2) has significantly positive effect to green purchase intentions, 3) green brand
image (X3) has unsignificantly positive effect to green purchase intentions, 4)
green awareness (X4) has significantly positive effect to green purchase intentions
and 5) green advertisiment has significantly positive effect to green purchase
intentions.