Pengaruh Green Marketing Mix Terhadap Minat Beli Konsumen Pada Produk The Body Shop Di Jakarta Barat

Abstract

This research was conducted with the aim to know whether there is influence of green marketing mix on purchase intention in The Body Shop product in west jakarta. The study population is Jakarta citizen who has been a consumer of The Body Shop. Sampling method was done by purposive sampling. Methods of data collection was done by spreading questionnaires to 107 respondents. All data analysis techniques use SPSS 21. The assumption test has shown that all data has escaped the assumption requirements. The result of hypothesis testing shows that green marketing mix influence to purchase intention at The Body Shop in West Jakarta.Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh green marketing mix terhadap minat beli pada produk The Body Shop di Jakarta Barat. Populasi penelitian adalah warga Jakarta yang pernah menjadi konsumen The Body Shop. Metode pengambilan sampel dilakukan dengan purposive sampling. Metode pengumpulan data dilakukan dengan menyebar kuesioner kepada 107 responden. Semua teknik analisis data menggunakan SPSS 21. Uji asumsi telah menunjukkan bahwa seluruh data telah lolos dari persyaratan asumsi. Hasil pengujian hipotesis menunjukkan bahwa green marketing mix berpengaruh terhadap minat beli pada produk The Body Shop di Jakarta Barat.

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