Analisis Pengaruh dan Strategi Green Marketing terhadap Keputusan Pembelian Konsumen Pepaya Callina

Abstract

The emergence of awareness of environmental problems triggered the industrial world for marketing concept that puts the present environmental issues (green marketing). The purpose of this study is to (1) identify the characteristics Callina papaya consumers (2) Identify the aspects that has relationship with characteristics of Callina papaya consumer (3) Identify the priority strategies to increase the competitiveness that influence the consumer purchasing decisions. The characteristics of Callina papaya consumer at dominated by women who work as housewives, have middle income upward, above the 31 years old, and the last titled education scholar. Processing use Cross Tabulations there are some relations, such as relation between the gender with knowledge about Callina papaya, relation between age with opinions about fruit flesh and the knowledge about production process, relation between income with a willingness to pay higher, relation between educational with willingness to pay higher, and relation between occupations with opinions about delicious papaya. The opinion of some experts through interviews processed using the ANP in order to obtain priority strategies that should be implemented in advance of the cluster is the product quality of product attributes, the product of cluster marketing mix, and retail of cluster actors.