The Influence Of Green Marketing On Eco Souvenir Purchase Decision With Purchase Intention As An Intervening Variable
DOI:
https://doi.org/10.31004/jpdk.v5i1.11155Abstract
Penelitian ini bertujuan untuk mengetahui 1) pengaruh green marketing on the customers decision to buy eco-souvenir with purchase intention as an intervening variable. Desain penelitian ini adalah kuantitatif dengan penelitian survei. populasi pada penelitian ini adalah seluruh pelanggan Sugar Souvenir pada tahun 2022 dengan jumlah sampel menggunakan teknik random sampling sebanyak 62 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reabilitasnya. teknik analisis data yang digunakan untuk menjawab hipotesis penelitian ini adalah uji path analysis dan uji sobel menggunakan aplikasi SPSS 23. Dari penelitian ini dapat disimpulkan bahwa Green Marketing berpengaruh signifikan terhadap minat pembeli sebesar 65% (indikatornya termasuk cukup). Artinya semakin tinggi nilai Green Marketing maka semakin tinggi pula minat konsumen untuk membeli souvenir ramah lingkungan di Sugar Souvenir. Selain itu, variabel Green Marketing dan Purchase Intention berkontribusi terhadap Variabel Keputusan Pembelian sebesar 59,7% (indikatornya termasuk cukup). Jadi minat konsumen lebih signifikan daripada keputusan konsumen untuk membeli.
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Published
2023-01-07
How to Cite
Firodiyarobbi, . F. Q. (2023). The Influence Of Green Marketing On Eco Souvenir Purchase Decision With Purchase Intention As An Intervening Variable. Jurnal Pendidikan Dan Konseling (JPDK), 5(1), 1298–1307. https://doi.org/10.31004/jpdk.v5i1.11155
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