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

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.