Influence of green marketing mix and marketing mix on customer purchase decision of PT Riaumas Prakarsa Utama, Ecogreen Industrial Estate

Rafly, Indie Aquila (2023) Influence of green marketing mix and marketing mix on customer purchase decision of PT Riaumas Prakarsa Utama, Ecogreen Industrial Estate. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The term "marketing mix" describes a collection of strategies or instruments that a business uses to market and sell its goods and services. The four components that make up the marketing mix are often referred to as the "4Ps": promotion, place, pricing, and product. Companies control these factors in order to satisfy the demands of their target audience and accomplish their marketing goals. But the idea of "green marketing" has become more important as sustainability and environmental issues have taken center stage. Green marketing is creating and advertising items that have low impact on the environment or that are made in an ecologically responsible manner. In this research, the quantitative method is used, it also uses descriptive statistics, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test and hypothesis test. This research intends to distinguish the brand, win over environmentally sensitive customers, and have a good impact on the environment. / Istilah “bauran pemasaran” menggambarkan kumpulan strategi atau instrumen yang digunakan suatu bisnis untuk memasarkan dan menjual barang dan jasanya. Empat komponen yang membentuk bauran pemasaran sering disebut sebagai “4P”: promosi, tempat, penetapan harga, dan produk. Perusahaan mengendalikan faktor-faktor ini untuk memenuhi permintaan audiens target mereka dan mencapai tujuan pemasaran mereka. Namun gagasan "pemasaran ramah lingkungan" menjadi lebih penting karena isu keberlanjutan dan lingkungan telah menjadi pusat perhatian. Pemasaran ramah lingkungan adalah menciptakan dan mengiklankan barang-barang yang berdampak rendah terhadap lingkungan atau dibuat dengan cara yang bertanggung jawab secara ekologis. Dalam penelitian ini menggunakan metode kuantitatif, juga menggunakan statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas dan uji hipotesis. Penelitian ini bermaksud untuk membedakan merek, memenangkan pelanggan yang sensitif terhadap lingkungan, dan memberikan dampak yang baik terhadap lingkungan.

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