ANALYSIS THE INFLUENCE OF GREEN MARKETING MIX ON BEVERAGE PRODUCT PURCHASING DECISION AT DELES GENTENG BANYUWANGI

Authors

  • Lia Mustika universitas muhammadiyah jember
  • Jekti Rahayu
  • Ira Puspitadewi universitas muhammadiyah jember

Keywords:

Green Product, Green Promotion, Green Price, Green Place

Abstract

Global warming is one of the results of waste that is difficult to decompose, namely plastic waste. Among them is micro plastic waste that can infiltrate the human body through eating and drinking utensils used daily. So the Deles company is involved in applimenting green marketing by producing Deles tumbler products to reduce plastic packaging for they drinks. The purpose of this study was to analyze the effect of Green Product, Green Promotion, Green Price, Green Place on Purchasing Decisions for Deles Beverage Products Genteng, Banyuwangi. The population in this study were consumers of Deles Genteng products, Banyuwangi. The sample in this study were 100 peoples who used purposive sampling technique. This type of research is descriptive quantitative. The analysis method in this study is multiple linear regression analysis. The data used in this study used primary data, namely questionnaires. The results of this study indicate that the green product variable does not have a significant effect on purchasing decisions. Meanwhile, the variables of green promotion, green price and green place have a significant effect on purchasing decisions.

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Published

2025-01-02

Issue

Vol. 3 No. 3 (2024): Proceedings of International Conference (ICON) 2

Section

Articles

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