The Influence of Green Location Strategy, Green Price, and Green Promotions toward Purchase Decision of the property

DOI

10.2991/icobest-18.2018.57How to use a DOI?

Keywords

Green Location Strategy, Green Price, Green promotions, and Purchase Decision

Abstract

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.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - 10.2991/icobest-18.2018.57
ID  - Sudjatmiko2018/11
ER  -