Proceedings of the International Conference on Economics and Banking 2015

The Influence Green Marketing and Green Innovation Toward Purchase Intention

Authors
Deni Hamdani
Corresponding Author
Deni Hamdani
Available Online May 2015.
DOI
https://doi.org/10.2991/iceb-15.2015.12How to use a DOI?
Keywords
green marketing, green innovation, purchase intention
Abstract
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
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Economics and Banking (iceb-15)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2015
ISBN
978-94-62520-86-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/iceb-15.2015.12How to use a DOI?
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
BT  - International Conference on Economics and Banking (iceb-15)
PB  - Atlantis Press
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  -