The Influence of Green Location Strategy, Green Price, and Green Promotions toward Purchase Decision of the property
Gatot Sudjatmiko, Dedi Sulistiyo Soegoto
Available Online November 2018.
- https://doi.org/10.2991/icobest-18.2018.57How to use a DOI?
- Green Location Strategy, Green Price, Green promotions, and Purchase Decision
- Green marketing is part of the company's approach to all consumers, with a variety of location-marketing, price, and promotional activities, designed to deliver corporate benefits to minimize the environmental impact of marketed products. Therefore, to increase the benefits for relevant stakeholders an analysis is required in measuring green marketing. This study aims to analyze green location strategy, green price, and green promotions toward the purchase decision either partially or simultaneously. The research method used quantitative method with multiple linear regression analysis Three variables measured were green location strategy, green price, and green promotions as the independent variable, a purchase decision as the dependent variable. The object of this research was the property customer as the unit of analysis. Technique of data collection used saturated random sampling with 100 respondents of property customers in Bandung. The statistical analysis used Classical Assumption Test and hypothesis testing test of Z, T and F with significant level (α) 5%. The result indicated significant influence to the green location strategy, green price, green promotions and purchase decision. Both of variables that were green location strategy, green price, and green promotions toward the purchase decision either partially or simultaneously.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Gatot Sudjatmiko AU - Dedi Sulistiyo Soegoto PY - 2018/11 DA - 2018/11 TI - The Influence of Green Location Strategy, Green Price, and Green Promotions toward Purchase Decision of the property BT - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018) PB - Atlantis Press SP - 263 EP - 266 SN - 2352-5398 UR - https://doi.org/10.2991/icobest-18.2018.57 DO - https://doi.org/10.2991/icobest-18.2018.57 ID - Sudjatmiko2018/11 ER -