The Influence Green Marketing and Green Innovation Toward Purchase Intention
Available Online May 2015.
- https://doi.org/10.2991/iceb-15.2015.12How to use a DOI?
- green marketing, green innovation, purchase intention
- The research is aimed at finding out: the implementation of green marketing and innovation of organic vegetables at Yogya Riau Junction Department Store in Bandung, and the amount of their influences, whether directly or not, towards purchasing intention at Yogya Riau Junction Department Store in Bandung. Validity testing result shows that all indicators are valid except the variables of purchase intention. This has caused the elimination of those two indicators in the calculation of correlation testing. The result of reliability testing reveals that each variable are considered as reliable with the alpha cronbach of more than 0.7. The descriptive elaboration on the variables shows that the green marketing, innovation and purchase intention are in excellent circumstance since the percentage range in the interval of 80% - 100%. Whilst, the hypothesis testing illustrates H0 is rejected and, thus, simultaneously demonstrates the influence of green marketing and innovation towards the purchase intention as much as 59.5%. Partially, the influence of green marketing towards purchase intention is 19.09% and the green innovation to the purchase intention is 18.23%. This is in accordance with the journal from Swhu Ing Wu and Yen-Jou Chen. Organic vegetables have become the purchasing decision factor regarding the long-lasting health in certain communities
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Deni Hamdani PY - 2015/05 DA - 2015/05 TI - The Influence Green Marketing and Green Innovation Toward Purchase Intention PB - Atlantis Press SP - 80 EP - 87 SN - 2352-5428 UR - https://doi.org/10.2991/iceb-15.2015.12 DO - https://doi.org/10.2991/iceb-15.2015.12 ID - Hamdani2015/05 ER -