PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta)
This study aimed to analyze the effect of an implementation of green marketing strategies and consumer characteristics on product choice decision. Implementation of green marketing strategies such as: product, price, promotion, and distribution channel. The characteristics of consumer such as: consu...
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| Format: | Article |
| Language: | English |
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Muhammadiyah University Press
2016-08-01
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| Series: | Benefit Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journals.ums.ac.id/index.php/benefit/article/view/2316 |
| _version_ | 1818422939462139904 |
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| author | Wiyadi Wiyadi |
| author_facet | Wiyadi Wiyadi |
| author_sort | Wiyadi Wiyadi |
| collection | DOAJ |
| description | This study aimed to analyze the effect of an implementation of green marketing strategies and consumer characteristics on product choice decision. Implementation of green marketing strategies such as: product, price, promotion, and distribution channel. The characteristics of consumer such as: consumer awareness, and gender. The research sample is 100 AMDK consumers in Surakarta taken by using purposive sampling technique. Many variables measured by using a Likert scale, exception for variable of gender and product choice decision. To determine the effect of product, price, promotion, distribution channel, consumer awareness, and gender variables on products choice decision used logistic regression analysis. Based on data analysis, product (B = 2,489), price (B = -3,278), and distribution (B = 2,882), and gender (B = -4161) significantly effect on AMDK product choice decision. While the promotion (B = -0,313) and consumer awareness (B = 1,861) not significantly effect on AMDK product choice decision. |
| first_indexed | 2024-12-14T13:34:13Z |
| format | Article |
| id | doaj.art-23d94c0400df43cbb47eb0c2dca6675f |
| institution | Directory Open Access Journal |
| issn | 1410-4571 2541-2604 |
| language | English |
| last_indexed | 2024-12-14T13:34:13Z |
| publishDate | 2016-08-01 |
| publisher | Muhammadiyah University Press |
| record_format | Article |
| series | Benefit Jurnal Manajemen dan Bisnis |
| spelling | doaj.art-23d94c0400df43cbb47eb0c2dca6675f2022-12-21T22:59:38ZengMuhammadiyah University PressBenefit Jurnal Manajemen dan Bisnis1410-45712541-26042016-08-011921681801761PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta)Wiyadi Wiyadi0Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta.This study aimed to analyze the effect of an implementation of green marketing strategies and consumer characteristics on product choice decision. Implementation of green marketing strategies such as: product, price, promotion, and distribution channel. The characteristics of consumer such as: consumer awareness, and gender. The research sample is 100 AMDK consumers in Surakarta taken by using purposive sampling technique. Many variables measured by using a Likert scale, exception for variable of gender and product choice decision. To determine the effect of product, price, promotion, distribution channel, consumer awareness, and gender variables on products choice decision used logistic regression analysis. Based on data analysis, product (B = 2,489), price (B = -3,278), and distribution (B = 2,882), and gender (B = -4161) significantly effect on AMDK product choice decision. While the promotion (B = -0,313) and consumer awareness (B = 1,861) not significantly effect on AMDK product choice decision.http://journals.ums.ac.id/index.php/benefit/article/view/2316green marketing strategies, consumer awareness, gender, and product choice decision |
| spellingShingle | Wiyadi Wiyadi PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) Benefit Jurnal Manajemen dan Bisnis green marketing strategies, consumer awareness, gender, and product choice decision |
| title | PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) |
| title_full | PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) |
| title_fullStr | PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) |
| title_full_unstemmed | PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) |
| title_short | PENGARUH IMPLEMENTASI STRATEGI PEMASARAN HIJAU DAN KARAKTERISTIK KONSUMEN TERHADAP PILIHAN PRODUK (Studi Empiris Pada Konsumen AMDK Di Surakarta) |
| title_sort | pengaruh implementasi strategi pemasaran hijau dan karakteristik konsumen terhadap pilihan produk studi empiris pada konsumen amdk di surakarta |
| topic | green marketing strategies, consumer awareness, gender, and product choice decision |
| url | http://journals.ums.ac.id/index.php/benefit/article/view/2316 |
| work_keys_str_mv | AT wiyadiwiyadi pengaruhimplementasistrategipemasaranhijaudankarakteristikkonsumenterhadappilihanprodukstudiempirispadakonsumenamdkdisurakarta |