PENGARUH GREEN MARKETING MIX TERHADAP PURCHASE INTENTION PADA KONSUMEN KFC LAWU PLAZA MADIUN



Pramisti, Zahra Ayudia (2022) PENGARUH GREEN MARKETING MIX TERHADAP PURCHASE INTENTION PADA KONSUMEN KFC LAWU PLAZA MADIUN. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

This study aims to determine the effect of green marketing mix on purchase intention to consumers of KFC Lawu Plaza Madiun. The method used in this research is quantitative research. The sampling technique in this study used accidental sampling. The data used are primary data and data collection through questionnaires distributed to research subjects as many as 100 consumers of KFC Lawu Plaza Madiun. The results of this study indicate that: (1) green product has a positive and significant effect on purchase intention, (2) green price has a positive and significant effect on purchase intention, (3) green place has a positive and significant effect on purchase intention, and (4) green promotion has a positive and significant effect on purchase intention.

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: Green Product, Green Price, Green Place, Green Promotion, Purchase Intention
Subjects: H Social Sciences > HA Statistics
Divisions: Faculty of Economic
Depositing User: fe . userfe
Date Deposited: 12 Aug 2022 07:24
Last Modified: 12 Aug 2022 07:24
URI: https://eprints.umpo.ac.id/id/eprint/9462

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